National, June 16th, 2025: After a successful direct-to-consumer launch in India in 2023, Paula’s Choice, the cult-favourite skincare brand known for its science-backed, no-nonsense formulations, is now available on Nykaa.com, marking its first omnichannel partnership in the country.
Rooted in transparency, efficacy, and innovation, Paula’s Choice has become a globally respected name in skincare, known for its ingredient-led solutions that are both high-performing and gentle. Best known for icons like the 2% BHA Liquid Exfoliant, Niacinamide 20% Treatment, 10% Azelaic acid booster – each setting benchmarks in efficacy, the brand has cultivated a loyal global following. Its foray into Nykaa.com marks a significant step in its India expansion strategy, aimed at enhancing accessibility and meeting the growing demand for intelligent, results-driven skincare. The launch assortment includes some of the brand’s most sought-after products, such as the Skin Perfecting 2% BHA Liquid Exfoliant, Clear Pore Normalizing Cleanser, Skin Balancing Pore-Reducing Toner, and 10% Azelaic acid booster, now available to Indian consumers through Nykaa’s online platform.
Commenting on this move, Viksita Singh Menon, General Manager – Southeast Asia, Paula’s Choice Skincare says “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”
Commenting on the launch, a Nykaa spokesperson said: “At Nykaa, we’ve consistently set the benchmark for bringing the world’s most respected and results-driven beauty brands to India. 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. As a brand that speaks to the conscious, research-savvy consumer, Paula’s Choice aligns seamlessly with what our audience seeks today: products that do more, backed by science, and not just hype. This launch underscores our commitment to offering beauty that’s not just coveted but deeply considered.”
With its debut on Nykaa, Paula’s Choice enters a platform known for championing purposeful, ingredient-led beauty. This online launch brings the brand’s most iconic formulations to a wide and growing base of skincare-aware consumers, through Nykaa.com and the Nykaa app. For customers seeking effective solutions grounded in science, the integration of Paula’s Choice onto Nykaa offers a trusted destination to explore, learn, and build high-performance skincare routines with ease
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