Reliance Retail's Tira brings viral Korean skincare brand Dr. Melaxin to India

Reliance Retail-backed beauty platform Tira has exclusively launched South Korean skincare brand Dr. Melaxin in India, strengthening its portfolio of premium international beauty brands as demand for science-backed skincare products continues to grow in the country.

The dermo-cosmetic brand will be available through Tira's online platform and select offline stores, marking its official entry into the Indian market.

Dr. Melaxin is known for its clinically evaluated skincare formulations that target concerns such as pigmentation, enlarged pores, under-eye ageing and skin firmness. Built around a "slow ageing" philosophy, the brand develops products designed to improve long-term skin health and resilience.

The company said its globally popular Peel Shot range will lead the India launch. The product line uses rice-based AHA and BHA, along with Pentavitin and rice water, to gently exfoliate the skin, refine pores and improve skin texture and radiance.

The launch comes as India's beauty and personal care market witnesses rising demand for premium skincare products, particularly those backed by clinical research. Consumers are increasingly opting for products that address specific skin concerns such as pigmentation, uneven texture and hydration.

Dr. Melaxin has expanded its presence across the United States, Japan and Southeast Asia and claims to have become the top K-beauty brand on TikTok Shop in both the US and the UK. The brand follows an "8-FREE" formulation standard, with products that are cruelty-free, dermatologist-tested and suitable for sensitive skin.

Commenting on the launch, Yu Kyoung Hwa, Chief Executive Officer of Dr. Melaxin, said Indian consumers are increasingly seeking effective skincare solutions for concerns such as pigmentation, texture and firmness, making the country an important market for the brand's expansion.

For Tira, the partnership adds another international label to its growing beauty portfolio as it seeks to strengthen its position in India's premium beauty retail segment. The omnichannel platform, launched by Reliance Retail, offers a mix of global and homegrown beauty brands through its app, website and physical stores across the country.