Reliance Retail has acquired actor-entrepreneur Priyanka Chopra Jonas's global haircare brand Anomaly, in a move that strengthens its push into the fast-growing beauty and personal care segment. The company announced the deal on Thursday, stating that it gains full ownership of Anomaly's trademarks, brand assets, and digital properties. Financial terms of the acquisition were not disclosed.
Strategic Expansion in Beauty Sector
Through this acquisition, Reliance Retail brings full ownership of the brand's intellectual property and digital ecosystem into its portfolio, enabling it to scale Anomaly through its expansive retail network and omnichannel platforms. The move aligns with Reliance Retail's broader strategy to deepen its presence in the fast-growing beauty and personal care category. The company plans to leverage its offline footprint and digital commerce platforms, including Tira, to accelerate brand growth and enhance consumer accessibility.
Brand Background and Vision
Launched in 2021 by Chopra Jonas, Anomaly is positioned as a clean, vegan, and affordable haircare brand with a focus on high-performance formulations. Isha Ambani, director of Reliance Retail, commented, 'Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands. Anomaly's strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem.' She added that Reliance would work with Chopra Jonas to grow the brand in India and overseas, using its retail reach and consumer insights.
Priyanka Chopra's Continued Role
Priyanka Chopra Jonas will continue to be associated with the brand as Creative Director, overseeing product innovation and brand direction. She expressed her excitement, stating, 'This is a defining moment for Anomaly. What began as a deeply personal journey has grown into a brand with real purpose and global ambition, and Reliance Retail's acquisition marks an exciting new chapter.' She noted that Reliance's scale and expertise would help expand Anomaly's reach across India and global markets, including North America, the United Kingdom, and the Middle East.
Focus on India and Future Plans
Reliance Retail said India will be a key focus market going forward, with plans to develop products tailored to local hair and scalp needs. The acquisition further expands its growing portfolio of premium and digital-first beauty brands. This strategic move underscores Reliance Retail's commitment to capturing a larger share of the rapidly expanding beauty and personal care market in India and globally.
