Tira steps beyond beauty: Reliance’s omnichannel giant launches sleek lifestyle essentials

Reliance Retail ’s omnichannel beauty arm, Tira, has launched its lifestyle merchandise line with a curated range of beauty-adjacent lifestyle essentials.

“With this category expansion, Tira is building a deeper brand universe, extending its presence beyond beauty shelves and into the everyday lives of its community,” the company said in a statement.

With this launch, Tira takes a significant step beyond traditional beauty offerings, setting its sights on building a broader lifestyle ecosystem that integrates seamlessly into consumers’ everyday lives. This expansion reflects Tira’s commitment to blending beauty with lifestyle through thoughtfully designed, functional products that are both practical and aesthetically appealing.

Rather than focusing solely on product sales, Tira is evolving into a brand that plays a more meaningful role in its customers’ routines. The Isha Ambani -led beauty retail arm has already expanded its presence with 17 experiential offline stores across major cities and has significantly strengthened its online footprint to reach beauty enthusiasts across the country.

In its second year, Tira launched half-price deals and a limited-edition collaboration with designer duo Abu Jani-Sandeep Khosla in April, featuring tote bags and diaries that merge luxury with modern design. Tira also expanded its brand portfolio by introducing global names like Augustinus Bader, Youth To The People, Muzigae Mansion, and SheGlam, along with exclusive K-beauty brands such as Mixsoon, Milktouch, and Sungboon. The company also supported the offline launch of homegrown celebrity brands like 9Skin and co-developed Akind, a minimalist skincare line with Mira Kapoor. Tira introduced the Tira Concierge, a service offering curated recommendations for premium shoppers, and expanded its Tira Treats rewards program into a fully omnichannel experience. It also launched Skin Affair, an event focused on skincare education and community engagement.

The company’s first lifestyle collection focuses on hydration essentials, marking its entry into a new category with sleek, functional drinkware. The lineup includes insulated tumblers in two sizes—1.2-liter and 600-milliliter—and a 1-liter sipper bottle, all designed for on-the-go use. Lightweight, spill-proof, and easy to carry, these accessories are built for everyday routines, from work to workouts.

Future launches will expand into thoughtfully curated lifestyle categories, including wellness essentials, travel and utility accessories, apparel, and products designed for self-expression. These upcoming collections aim to blend functionality with style, supporting Tira’s vision of offering everyday items that enhance routine moments and reflect individual identity.

The merchandise line will be available both online and in stores, ensuring discovery across multiple brand touchpoints.