After quietly entering the Indian market in 2023 via its own online store, American skincare brand Paula’s Choice is now taking a bigger leap—partnering with Nykaa to reach Indian customers more widely. This marks the brand’s first major tie-up with a local retailer and its formal step into omnichannel retail in the country.
The launch is expected to help Paula’s Choice tap into Nykaa’s vast customer base and deepen its roots in a growing Indian skincare market that’s becoming increasingly ingredient-aware.
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“Nykaa gives us the reach and credibility we need in a market that’s not only buzzing with potential but also rapidly evolving,” said Viksita Singh Menon, General Manager for Southeast Asia at Paula’s Choice. “We’re here for skincare that actually does what it says—and we want to make that easily available to everyone in India who’s been asking for it.”
Some of the brand’s most talked-about products are now available on Nykaa.com, including the cult-favorite Skin Perfecting 2% BHA Liquid Exfoliant, the Clear Pore Normalizing Cleanser, 10% Azelaic Acid Booster, and the Skin Balancing Toner—all known for being fuss-free, fragrance-free, and effective.
Nykaa, which started in 2012 as an online beauty store, has since grown into a beauty and lifestyle behemoth with 237 offline stores and over 42 million customers across India. A spokesperson from Nykaa said, “We’re always scouting for brands that offer substance, not just shine. Paula’s Choice is a name that skincare lovers already trust, and this launch adds serious depth to our skincare lineup.”
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With Indian consumers getting smarter about ingredients and demanding real results, this collaboration is a timely move for both brands—one bringing the formulas, the other bringing the audience.
