Paula’s Choice makes a no-nonsense Nykaa debut for Indian skincare buffs

MUMBAI: The skincare aisle just got smarter. After wooing the Indian market via a direct-to-consumer entry in 2023, Paula’s Choice, the science-forward skincare brand with a global cult following, has now landed on Nykaa.com. This move marks its official leap into India’s omnichannel beauty game.

Known for formulas that deliver more punch than perfume, Paula’s Choice has made a name with its ingredient-led hits. Products like the cult Skin Perfecting 2 per cent BHA Liquid Exfoliant, the high-strength Niacinamide 20 per cent Treatment, and the 10 per cent Azelaic Acid Booster have earned the brand a devoted user base worldwide. The launch assortment now live on Nykaa includes these icons alongside favourites such as the Clear Pore Normalizing Cleanser and the Skin Balancing Pore-Reducing Toner.

“We’re pleased to partner with Nykaa to strengthen our presence in India and bring Paula’s Choice to a wider audience. Indian consumers have shown strong affinity for our science-backed, transparent approach to skincare. This launch enables us to scale accessibility through a trusted platform and further our mission of empowering individuals to make informed, effective skincare choices”, said Paula’s Choice Skincare GM – southeast Asia Viksita Singh Menon.

Nykaa, known for spotting beauty gold before it goes mainstream, didn’t hold back on the praise either. “The launch of Paula’s Choice, a brand synonymous with ingredient transparency, product efficacy, and science-backed skincare, is a powerful addition to our specially curated beauty offering”, said a Nykaa spokesperson. “This launch underscores our commitment to offering beauty that’s not just coveted but deeply considered”.

For India’s skincare-literate generation, this collaboration means access to proven formulas that prioritise performance over fluff. No glow-up gimmicks, just clear, clinical results. The brand’s arrival on Nykaa.com and the Nykaa app strengthens its local presence and offers users an easy path to build high-performance skincare routines.