Скачать или смотреть Priyanka Chopra's Brand is Making ₹4,300 Crore

Priyanka Chopra's brand, Anomaly, is now the 2nd wealthiest celebrity beauty brand in the world!

Anomaly entered the US market in 2021 with the help of Maesa, the world’s biggest beauty brand incubator. By 2022, PeeCee partnered with Nykaa to bring Anomaly to India.

These partnerships were so successful that by 2023, while Kylie Cosmetics made $380.4M, Priyanka's Anomaly made $542.7M — and it was still new in the market!

But how did she pull it off?

Instead of entering the crowded cosmetics space, Priyanka tapped into the $90B hair care market.

She kept her products gender-neutral to cater to a wider audience, priced them affordably between ₹700-1000, and used 100% recycled plastic packaging.

Anomaly became an eco-friendly, affordable brand. And of course, with Priyanka Chopra’s magic, it had to work!