Tira brings K-Beauty brand Hince to India, expands global beauty portfolio

Tira, Reliance Retail’s omnichannel beauty destination, has expanded its international portfolio with the exclusive India launch of South Korean makeup brand Hince. The brand will be available only through Tira’s online platform and select physical stores, reinforcing the retailer’s strategy of building a differentiated, global-first beauty assortment.

Known for its modern, minimalist aesthetic, Hince positions itself around the idea of “mood-narrative makeup” — products designed to enhance natural features rather than mask them. Its India debut brings a curated range of skin-like, everyday makeup, including cult favourites such as the Raw Glow Dewy Ball and the Raw Glow Gel Tint, both known for their sheer textures, luminous finishes, and buildable colour payoff.

The launch comes at a time when India’s beauty market is seeing heightened demand for international and K-Beauty brands, driven largely by younger consumers seeking globally trending, design-led products. For Tira, the addition of Hince underscores a clear focus on premiumisation and exclusivity as it scales its beauty business.

Tira, backed by Reliance Retail, has been steadily building a strong roster of international beauty brands since its launch in 2023. Over the past year, the platform has added several high-profile global names, including NARS Cosmetics, which entered India through Tira in late 2025, and Fenty Beauty, expanding access to the brand beyond traditional luxury beauty channels. Tira has also leaned into the K-Beauty wave with earlier launches of viral Korean brands such as Milktouch and Sungboon Editor.

As competition intensifies in India’s beauty and personal care space, Tira’s strategy of securing exclusive partnerships with globally coveted brands is helping it carve out a distinct position against established players. With Hince’s arrival, the platform deepens its appeal among makeup enthusiasts looking for contemporary Korean beauty — signalling that global, niche brands will remain central to its growth roadmap.

The launch further aligns with Tira’s broader focus on bringing globally relevant beauty concepts to Indian consumers through a tightly curated assortment. By combining selective international partnerships with a strong digital-first approach and limited offline presence, the platform continues to strengthen its positioning as a destination for trend-forward, premium beauty brands in the country.