Nykaa partners with Onesto Labs to create Nudge Wellness – an entry into
the nutraceutical space.
Nykaa, India’s leading beauty, wellness, and lifestyle destination today
announced its partnership with homegrown, D2C brand incubator, Onesto Labs Private Limited
(“Onesto Labs”) to create a new category of nutraceuticals and wellness products under Nudge
Wellness Private Limited. This partnership with Onesto Labs is one among a slew of Nykaa’s recent
partnerships with homegrown D2C brands, aimed at bolstering the early-stage beauty and lifestyle
ecosystem and building the next generation of brands specializing in sustainable and inclusive
products.
Over the last few years and further accelerated by the pandemic, ‘beauty-from-within’ which
focuses on clean and sustainable products are gaining ground in the beauty and personal care
market. Nykaa, which has long believed in staying steps ahead of consumer trends, aims to become
the first mover in the nutraceuticals category in India. Onesto Labs, founded by Rohit Chawla, Sifat
Khurana, and Vimal Bhola in 2018, has the advantage of formulating clutter-breaking, science-
backed brands such as Chemist at Play, Bare Anatomy, and SunScoop SPF to ingredient-conscious
consumers.
Anchit Nayar, CEO, E-commerce Beauty, Nykaa said, “This partnership with Onesto Labs is one-of-
its-kind because we are now entering the ‘edible beauty’ category as we reimagine what clean and
green beauty and wellness could look like in the coming years. Consumers today are getting
progressively conscious about the quality of ingredients in their beauty products and their efficacy.
Onesto Labs demonstrates superior attention to choosing the right ingredients through R&D and
technology that make products sustainable for long-term usage as well as for the planet. Further, in
our spirit of fostering and mentoring early-stage D2C start-ups, the partnership with Onesto Labs is
expected to disrupt a constantly evolving beauty market in India.”
Rohit Chawla, Founder, Onesto Labs said, “There has been a visible and conscious shift in consumer
mindsets, with wellness taking centre stage, especially post-pandemic, towards health solutions that
offer long-term payoffs. Our partnership with Nykaa comes at an opportune juncture of growing
interest and consumption in nutraceuticals. The combined advantages of Nykaa’s experience in
creating meaningful brands and our passion for science-forward beauty solutions will translate into
Nudge Wellness. We are excited about the potential of this category, especially as we explore it with
Nykaa’s support and vision.”
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