Tira

Tira is an Indian beauty and personal-care retail brand launched by Reliance Retail in April 2023. The business combines an e-commerce platform with a growing network of branded stores, positioning itself as a multi-brand destination for cosmetics, skincare, haircare, fragrance, and related personal-care products. Its first physical location opened at Jio World Drive in Mumbai alongside the launch of the online platform. The brand forms part of Reliance Retail’s broader expansion into specialist consumer categories. Rather than operating only as a private-label cosmetics company, Tira uses a curated retail model that brings together Indian, international, celebrity-backed, and digitally native beauty brands. Its assortment has included products from brands such as 82°E, SKIN1004, 9Skin, TIRTIR, NARS Cosmetics, Fenty Beauty, and Milktouch. It has also developed its own colour-cosmetics line, giving the retailer a private-label component in addition to its distribution and marketplace activities. Tira’s business spans makeup, skincare, haircare, and fragrances. Its retail footprint has expanded beyond Mumbai to cities including New Delhi, Bengaluru, Pune, Hyderabad, and Chennai, while the website provides nationwide digital access to the assortment. The brand’s store and online strategy is designed to combine discovery, premium presentation, and access to international and specialist labels with the reach of Reliance’s retail infrastructure. The company is managed within Reliance Retail under the leadership of Isha Ambani. Tira has used entertainment and fashion-industry partnerships to build awareness, appointing Kareena Kapoor, Kiara Advani, and Suhana Khan as brand ambassadors and later adding Ahaan Panday for men’s grooming and skincare. It has also participated in industry-facing events, including the Vogue Beauty & Wellness Honours and the Grazia Fashion Awards. Its growth has been supported by partnerships and portfolio expansion. In 2023, Reliance Retail partnered with Amorepacific for distribution of the Korean company’s brands in India. Reliance Retail also acquired Sephora’s Indian operations from Arvind Fashions in November 2023 and acquired the Indian rights to Kiko Milano from DLF Brands, strengthening the group’s position in prestige beauty retail. Subsequent additions to Tira’s assortment included Hince, Medicube, and FACEGYM. Tira’s current strategic profile is therefore that of a Reliance-backed omnichannel beauty retailer combining owned retail channels, brand distribution, selective partnerships, celebrity-led marketing, and private-label development.

Tira emerged in April 2023 as Reliance Retail’s dedicated beauty and personal-care retail proposition. The launch combined a digital commerce platform with a physical store at Jio World Drive in Mumbai, establishing an omnichannel model from the outset. This approach gave Reliance a specialist beauty storefront while allowing the group to apply its established retail, logistics, and digital-commerce capabilities to a category with strong demand for product discovery and premium presentation. The brand’s assortment was built as a multi-brand portfolio rather than as a single-label cosmetics operation. Its categories include makeup, skincare, haircare, fragrances, and personal care. During 2024, Tira broadened its offer with brands such as 82°, co-founded by Deepika Padukone, and SKIN1004. In October of that year, it added 9Skin, a skincare brand co-founded by Nayanthara, to both its digital and physical channels. These additions illustrated Tira’s interest in combining established international names with Indian and celebrity-associated brands. Reliance Retail’s wider beauty strategy also influenced Tira’s development. In 2023, the group partnered with Amorepacific to distribute its brands in India. It also acquired Sephora’s Indian operations from Arvind Fashions in November 2023, taking control of 26 stores, and acquired the Indian rights for Kiko Milano from DLF Brands. These transactions strengthened Reliance Retail’s presence in prestige and specialist beauty, even though the acquired businesses and Tira are distinct components of the group’s overall portfolio. In 2025, Tira added the South Korean brand TIRTIR and launched its first private-label colour-cosmetics line. The private label gave the retailer greater control over product development, pricing, merchandising, and margins, while the wider assortment continued to include international brands. By the stated 2026 portfolio description, Tira carried names including NARS Cosmetics, Fenty Beauty, and Milktouch, alongside newer Korean and specialist labels. Tira expanded its physical presence into Indian cities including Mumbai, New Delhi, Bengaluru, Pune, Hyderabad, and Chennai. Its digital channel complements this store network by making the broader assortment available beyond the locations with dedicated outlets. The retailer has also used celebrity and media partnerships to build recognition. Kareena Kapoor, Kiara Advani, and Suhana Khan have served as ambassadors, while Ahaan Panday was added for men’s grooming and skincare. In 2025, Tira participated in the Vogue Beauty & Wellness Honours and sponsored the Grazia Fashion Awards. The brand received recognition at the 2025 VM&RD Retail Design Awards. Further expansion described for 2026 included the introduction of South Korean brand Hince in January, Medicube in February, and UK-based FACEGYM in May through a shop-in-shop at the Kemp’s Corner store in Mumbai. FACEGYM’s entry followed a minority investment in the brand by Reliance Retail Ventures in 2025. Overall, Tira’s development reflects Reliance Retail’s attempt to build a scaled Indian beauty platform combining physical retail, e-commerce, international distribution, celebrity marketing, and proprietary products.

1. 2025Private-label colour cosmetics launch

   Tira introduces its first private-label colour-cosmetics line and adds TIRTIR to its portfolio.

   Source
2. 2025Retail design recognition

   Tira receives recognition at the VM&RD Retail Design Awards.

   Source
3. 2024Expansion into celebrity-backed and Korean skincare brands

   Tira adds 82°E and SKIN1004, followed by 9Skin in October, to its retail assortment.

   Source
4. 2023Tira launches in India

   Reliance Retail launches Tira with an e-commerce platform and its first physical store at Jio World Drive in Mumbai.

   Source
5. 2023Amorepacific distribution partnership

   Reliance Retail partners with Amorepacific to distribute its beauty brands in India.

   Source
6. 2023Sephora India operations move to Reliance Retail

   Reliance Retail acquires Sephora’s Indian operations and assumes control of 26 stores.

   Source

An omnichannel Indian beauty retailer offering a curated mix of prestige, international, Korean, Indian, celebrity-backed, and private-label products.

• Tira beauty retail platformOmnichannel beauty retail2023

  Tira’s core offering is a combination of branded physical stores and an e-commerce website serving Indian beauty shoppers. The platform brings together makeup, skincare, haircare, fragrance, personal-care, and grooming products from a range of Indian and international labels. Its retail format emphasizes curated discovery and premium beauty presentation, while the online channel extends assortment access beyond cities with dedicated Tira stores.

• Tira colour cosmeticsPrivate-label makeup2025

  Tira’s private-label colour-cosmetics line represents the retailer’s move beyond third-party distribution into owned products. The range is part of the wider makeup assortment and gives Reliance Retail greater control over product selection, merchandising, and brand presentation. Specific products and the full range architecture are not detailed in the cited reference material.

• Multi-brand skincare assortmentSkincare2023

  Tira’s skincare assortment includes Indian, international, and Korean brands. Referenced examples include 82°, SKIN1004, 9Skin, Medicube, and other specialist labels. The range is sold through both Tira’s digital platform and its physical retail channels, allowing the retailer to serve consumers seeking mainstream, prestige, celebrity-backed, and dermo-cosmetic products.

• 2025Vogue Beauty & Wellness Honours 2025

  India

  Tira partnered with Vogue India for the 2025 Vogue Beauty & Wellness Honours, an awards programme focused on achievements in beauty and wellness.

  Outcome. The partnership associated Tira with a prominent Indian beauty and fashion-media event.

  Source
• 2025Grazia Fashion Awards 2025

  India

  Tira served as title sponsor of the Grazia Fashion Awards 2025 in Mumbai.

  Outcome. The sponsorship increased the brand’s association with Indian fashion, beauty, and entertainment culture.

  Source

• 2025Launch of Tira private-label colour cosmeticsProduct launch

  The retailer’s multi-brand model was expanded with an owned product line.

  What changed. Tira launched its first private-label colour-cosmetics range.

  Aftermath. The launch added an owned-brand element to Tira’s broader beauty retail and distribution strategy.

  Source
• 2023Acquisition of Sephora’s Indian operationsM&A

  Reliance Retail sought to strengthen its position in India’s specialist and prestige beauty market after launching Tira.

  What changed. Reliance Retail acquired Sephora’s Indian operations from Arvind Fashions and assumed control of 26 stores.

  Aftermath. The transaction expanded Reliance Retail’s beauty-store network and complemented Tira’s omnichannel development.

  Reported acquisition consideration. Approximately INR 99 crore (November 2023)

  Source

• 2026Tira expands South Korean and international brand distribution

  The brand introduced Hince, Medicube, and FACEGYM to Indian consumers through its retail and online channels, including a FACEGYM shop-in-shop at Kemp’s Corner in Mumbai.

  Product launch
  Source
• 2025Tira introduces private-label colour cosmetics and adds TIRTIR

  Tira added the South Korean brand TIRTIR and launched its first private-label colour-cosmetics range.

  Product launchProduct generation
  Source
• 2025Tira supports Vogue India and Grazia beauty and fashion events

  Tira partnered with Vogue India for the Vogue Beauty & Wellness Honours 2025 and served as title sponsor of the Grazia Fashion Awards 2025.

  Campaign
  Source
• 2024Tira expands its portfolio with celebrity-backed and international brands

  Tira added brands including 82°E, SKIN1004, and 9Skin to its online and physical retail channels.

  Other
  Source
• 2023Reliance Retail launches Tira beauty platform and first store

  Reliance Retail introduced Tira in April 2023 with an online platform and a physical store at Jio World Drive in Mumbai.

  Product launch
  Source
• 2023Reliance Retail partners with Amorepacific for Indian beauty distribution

  Reliance Retail entered a distribution partnership with Amorepacific, supporting the availability of the Korean company’s beauty brands in India.

  Other
  Source
• 2023Reliance Retail acquires Sephora’s Indian operations

  In November 2023, Reliance Retail acquired Sephora’s Indian operations from Arvind Fashions and assumed control of 26 stores.

  M&A
  Source

1. Tira
2. Tira Beauty official website