RELIANCE RETAIL ACQUIRES PRIYANKA CHOPRA JONAS’S ANOMALY IN GLOBAL BEAUTY PUSH

Reliance Retail has acquired Anomaly, the clean haircare brand founded by Priyanka Chopra Jonas, securing its intellectual property and digital assets. The move strengthens Reliance’s beauty portfolio, with plans to scale the brand in India and globally through its omnichannel network, including Tira, and targeted product innovation.

Reliance Retail Limited, a subsidiary of Reliance Industries Limited, has acquired the global haircare brand Anomaly, founded by actor and entrepreneur Priyanka Chopra Jonas, in a move that underscores its growing ambitions in the beauty and personal care sector.

The acquisition, disclosed through filings to BSE Limited and National Stock Exchange of India Limited, grants Reliance Retail full ownership of Anomaly’s trademarks, brand assets and digital properties. This effectively hands the company control over the brand’s intellectual property and its global digital ecosystem.

Launched in 2021, Anomaly has positioned itself as a clean, vegan and high-performance haircare label, offering products at accessible price points while maintaining a presence across key international markets. Its ethos aligns with a broader shift in consumer demand towards transparency, sustainability and affordability in beauty products.

The acquisition marks a strategic expansion of Reliance Retail’s beauty portfolio, reflecting its intent to scale high-growth consumer brands through its extensive retail footprint and omnichannel platforms, including its beauty-focused offering, Tira. The company has been steadily building a presence in the premium and mass beauty segments, leveraging both physical stores and digital channels.

Isha Ambani, Executive Director of Reliance Retail Ventures Limited, described the deal as a significant step in strengthening the company’s portfolio of new-age brands. She highlighted Anomaly’s global positioning, clean formulation philosophy and accessible pricing as key attributes that make it a strong fit within Reliance’s ecosystem.

Ambani also pointed to the potential for collaboration with Chopra Jonas to scale the brand in India, using the company’s deep consumer insights and omnichannel capabilities. At the same time, Reliance Retail intends to continue expanding Anomaly’s footprint in established markets such as North America, the United Kingdom and the Middle East.

India is expected to be a priority growth market, with a focus on developing products tailored to local hair and scalp needs. The company indicated that innovation and localisation would be central to building Anomaly’s relevance among Indian consumers, a segment increasingly receptive to global yet culturally attuned beauty offerings.

The deal reflects a broader trend of Indian conglomerates acquiring or partnering with global consumer brands to strengthen domestic offerings while tapping into international markets. For Reliance Retail, the acquisition of Anomaly represents not just a brand addition but a calculated step towards shaping a globally competitive beauty portfolio anchored in both scale and adaptability.