Reliance Retail Limited has acquired Priyanka Chopra Jonas’s global haircare brand Anomaly, taking ownership of its trademarks, brand assets, and digital properties. The deal expands Reliance Retail’s footprint in the beauty and personal care category, where it has been steadily building a portfolio of new-age consumer brands.
Founded in 2021, Anomaly is positioned as a clean, vegan, high-performance haircare brand at an accessible price point. The brand has already established distribution across key international markets. With full ownership of the brand’s intellectual property and digital ecosystem, Reliance Retail will now scale Anomaly through its retail network and omnichannel platforms, including Tira.
India to Be a Key Growth Market
Reliance Retail is expected to prioritise India as a core market for Anomaly, while continuing expansion across North America, the United Kingdom, and the Middle East. The company will use its offline retail footprint and digital commerce capabilities to improve access and accelerate visibility.
Product development will focus on Indian hair and scalp requirements, with localisation emerging as a central theme. This reflects a broader trend in the India beauty market, where global brands are increasingly adapting to local consumer preferences rather than relying solely on global formulations.
Isha Ambani, Executive Director, Reliance Retail Ventures Limited, said, “Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, highgrowth beauty brands. Anomaly’s strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem. We see immense potential in collaborating with Priyanka to scale the brand in India by leveraging our omnichannel capabilities and deep consumer insights, while continuing to grow its international presence.”
Founder to Continue in Creative Role
Priyanka Chopra Jonas will remain closely involved as Creative Director, overseeing brand vision and product development.
She said, “This is a defining moment for Anomaly. What began as a deeply personal journey has grown into a brand with real purpose and global ambition, and Reliance Retail’s acquisition marks an exciting new chapter. Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world. I’m especially excited to be working alongside the inimitable Isha Ambani, whose leadership I value tremendously. In my new role as Creative Director, I remain deeply involved in guiding Anomaly’s evolution, ensuring we continue to grow and innovate while staying true to what we set out to build from the very beginning.”
Reliance Retail operates an integrated omni-channel network of 20,160 stores and digital commerce platforms across multiple categories, with a registered customer base of over 387 million. For the year ended March 31, 2026, it reported a consolidated turnover of ₹3,70,026 crore and EBITDA of ₹27,033 crore.
Market Research Outlook Analysis
The acquisition signals a clear shift in the India beauty and personal care market toward retail-led ownership of high-growth D2C brands. Reliance Retail is moving beyond distribution into full-scale brand building, combining ownership with its omnichannel infrastructure to accelerate growth and capture higher value across the chain.
Its ability to integrate brands into a large offline retail network alongside digital platforms such as Tira gives it a structural advantage in scaling global beauty brands across metro, Tier-2, and emerging markets. This model addresses a long-standing challenge for global and D2C brands in India—fragmented distribution and slow market penetration—by enabling faster rollout, stronger visibility, and higher conversion.
The strategy also reflects a deeper shift toward localisation. Adapting global formulations to Indian hair, skin, and climate conditions while maintaining brand identity is becoming critical for success, particularly in high-growth segments such as clean beauty, natural cosmetics, and premium personal care.
From a competitive standpoint, this move increases pressure on standalone D2C brands and global beauty companies, while forcing traditional FMCG players to accelerate innovation, premiumisation, and digital expansion. It also signals the beginning of broader consolidation, with large retail platforms seeking control over both brands and consumer access.
The sector is now moving toward a model where India is not just a consumption market, but a global scaling hub for beauty brands, driven by integrated, omnichannel-led strategies. For deeper insights or customised research on this segment, connect with our team.
Source: Reliance Retail Limited
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