Reliance Retail acquires Priyanka Chopra's Anomaly to scale global beauty play

Reliance Retail has acquired actor-entrepreneur Priyanka Chopra Jonas’s haircare brand Anomaly, in a move that underscores its growing focus on building a portfolio of high-growth beauty and personal care brands.

The acquisition includes Anomaly’s trademarks, brand assets, and digital properties, giving Reliance Retail full control over the brand’s intellectual property and positioning it for scale across its extensive offline and digital ecosystem. Financial details of the deal were not disclosed.

What does this mean for Reliance’s beauty vertical?

The transaction aligns with Reliance Retail’s strategy to deepen its presence in the fast-expanding beauty and personal care segment, where demand is being driven by premiumisation, clean-label products, and digital-first consumption.

Launched in 2021, Anomaly has built a presence across international markets, including North America and the UK, with its positioning around vegan, clean formulations at accessible price points. Reliance plans to leverage its retail footprint and its beauty platform Tira to scale the brand in India while continuing to grow its global footprint.

Isha Ambani, executive director at Reliance Retail Ventures, said the acquisition adds a “new-age, high-growth beauty brand” to its portfolio, highlighting Anomaly’s global positioning and accessible pricing. She added that Reliance sees “strong potential” to scale the brand in India using its omnichannel capabilities while expanding internationally.

Why is India a priority market?

Reliance Retail is expected to focus on localising Anomaly’s product portfolio for Indian consumers, particularly by developing solutions tailored to Indian hair and scalp needs—an increasingly important lever for success in the category.

At the same time, the company will continue to build the brand’s presence in key overseas markets, reflecting a dual strategy of domestic scale and global brand building.

Priyanka Chopra Jonas will remain closely involved in the brand as Creative Director, overseeing product innovation and brand direction.

Calling the deal a “defining moment” for Anomaly, Chopra Jonas said Reliance Retail’s scale and retail expertise will help take the brand to a wider consumer base in India and globally. She added that she will continue to guide the brand’s evolution while staying true to its original vision.

What is the larger play at work?

The acquisition highlights Reliance Retail’s broader ambition to move beyond distribution into brand ownership within the beauty segment—an area that offers higher margins, stronger consumer stickiness, and global scalability.

Reliance Retail Ventures, a subsidiary of Reliance Industries Limited, operates over 20,000 stores and serves a customer base of more than 387 million. It reported a turnover of ₹3.7 lakh crore and EBITDA of ₹27,033 crore for FY26.

As Reliance builds out its beauty ecosystem—spanning owned brands, third-party labels, and digital platforms like Tira—the Anomaly acquisition signals a clear intent: to create globally relevant beauty brands anchored in India, rather than just retail them.

With Anomaly, Reliance Retail is tightening its grip on the fast-growing beauty segment—combining celebrity-led brand equity with its scale, supply chain, and omnichannel reach to drive the next phase of growth.