Reliance Retail launches AJIO Beauty as it expands fashion and beauty ecosystem

Reliance Retail has launched AJIO Beauty, marking its latest push into India's fast-growing beauty and personal care market as it seeks to strengthen its omnichannel retail ecosystem.

The new platform brings beauty shopping onto AJIO, Reliance Retail's online fashion marketplace, while leveraging the capabilities of Tira, its omnichannel beauty business. The move comes as retailers increasingly seek to tap into rising demand for premium beauty, skincare and personal care products by creating integrated shopping experiences that encourage consumers to purchase across multiple lifestyle categories.

AJIO Beauty will offer an assortment spanning skincare, makeup, haircare, fragrances, bath and body, personal care, and beauty accessories across value, premium and luxury segments. The platform houses products from more than 1,500 Indian and international brands and will deliver to over 19,000 pincodes nationwide. In eligible cities, customers will also have access to AJIO Rush, the company's quick-commerce delivery service.

How does AJIO Beauty fit into Reliance Retail's broader omnichannel strategy?

The launch reflects Reliance Retail's strategy of strengthening its omnichannel presence in a category that has witnessed strong growth, driven by rising disposable incomes, premiumisation, digital-first consumers and increasing demand for global and homegrown beauty brands. It also positions Reliance to compete more aggressively in India's online beauty market against rivals such as Myntra Beauty and Nykaa.

"Fashion and beauty are increasingly converging as consumers look to express their personal style more holistically," an AJIO spokesperson said. "With AJIO Beauty, we are extending AJIO's fashion-first philosophy into the beauty space."

Unlike a conventional online marketplace, AJIO Beauty will also focus on curated discovery through trend-led recommendations, personalised edits and ingredient-based product suggestions, combining fashion inspiration with beauty shopping.

The launch also strengthens Reliance Retail's beauty portfolio, with AJIO complementing Tira's existing omnichannel presence. By integrating beauty into AJIO's fashion ecosystem, the retailer aims to offer consumers a seamless shopping journey across apparel, accessories and beauty.

The launch underscores Reliance Retail's ambition to build an integrated fashion and beauty ecosystem at a time when India's online beauty market is becoming increasingly competitive, with players such as Nykaa, Myntra Beauty and Sephora expanding their presence across premium and mass-market segments.