Reliance Retail expands beauty portfolio with acquisition of Priyanka Chopra’s haircare brand ‘Anomaly’ — What we know
Reliance Retail today announced the acquisition of actor Priyanka Chopra Jonas’ hair care brand ‘Anomaly’, in a move that significantly expands its beauty portfolio, including its brand assets, digital properties and trademarks. The company said in a statement on April 30.
Founded in 2021, Anomaly is a clean, vegan, high-performance hair care brand offered at an accessible price, the statement said. He added that the brand has a strong international presence with distribution in key global markets.
“Through this acquisition, Reliance Retail adds full ownership of the brand’s intellectual property rights and digital ecosystem to its portfolio, allowing it to scale Anomaly through its extensive retail network and omni-channel platforms,” it added in the statement. He also noted that the move is in line with the company’s strategy to deepen its presence in the fast-growing beauty and personal care category by leveraging its offline footprint and digital commerce platforms, including Tira.
‘Strategic step in expanding our basket’
Isha Ambani, Executive Director, Reliance Retail Ventures, called the move “a strategic step in expanding our basket of new-age, fast-growing beauty brands.” He added that Anomaly’s global positioning, formulation and pricing make it a “compelling addition” to beauty portfolios.
“As we continue to grow our international presence, we see huge potential in collaborating with Priyanka to scale the brand in India, leveraging our omni-channel capabilities and deep consumer insights,” Ambani added.
Future plans: ‘Focus on India as priority market’
The statement stated that the next focus will be on expanding Anomaly’s brand value and market share with India as its priority market.
- Innovation tailored to the needs of Indian hair and scalp will be a key driver,
- Strengthening product development and localized solutions.
- It will continue to expand its international footprint in markets such as North America, the United Kingdom and the Middle East.
- Priyanka Chopra will serve as Creative Director, driving innovation, brand vision and product development.
Chopra Jonas called the transition of growing up from a personal journey to purpose and global ambition a “defining moment.” “The acquisition of Reliance Retail marks an exciting new chapter. Their scale, retail expertise and commitment to innovation will enable us to bring Anomaly to many more consumers in India and globally,” he said.
“This strategic alignment underscores Reliance Retail’s continued focus on curating and scaling future-proof consumer brands within its beauty portfolio, while combining global brand equity with market expertise, retail scale and omni-channel capabilities to unlock the next phase of growth for Anomaly in India and international markets,” it said in the statement.
About Reliance Retail
Reliance Retail is a subsidiary of Reliance Retail Ventures Limited (RRVL), the holding company for all retail companies under Reliance Industries. RRVL, through its subsidiaries and affiliates, operates an integrated omni-channel network of 20,160 stores and digital commerce platforms across diverse consumer baskets of consumer electronics, fashion and lifestyle, grocery and pharmaceuticals.
RRVL has a registered customer base of over 387 million and consolidated turnover ₹3,70,026 crore and EBITDA ₹ 27,033 crore for the year ending March 31, 2026.
