Reliance Retail acquires Priyanka Chopra's 'Anomaly', scales up beauty portfolio

Reliance Retail Limited has acquired global actor-entrepreneur Priyanka Chopra Jonas’s haircare brand Anomaly, including its trademarks, brand assets, and digital properties. The acquisition underscores Reliance Retail’s continued push to build and scale new-age consumer brands across India and international markets.

The deal is aimed at accelerating Anomaly’s expansion through Reliance Retail’s extensive offline network and its digital platforms, including Tira. The company is sharpening its focus on omnichannel retail, leveraging its scale and consumer reach to drive faster adoption of emerging beauty brands.

Isha Ambani, Executive Director at Reliance Retail Ventures, described the acquisition as a strategic addition to the company’s portfolio. “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 said. She added that the company sees “immense potential” to scale the brand in India using its omnichannel capabilities while continuing to expand its global footprint.

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Founded in 2021, Anomaly has positioned itself as a clean, vegan, and affordable haircare brand, gaining traction across key international markets. With full ownership of its intellectual property and digital ecosystem, Reliance Retail is expected to focus on strengthening the brand’s equity, driving product innovation tailored to Indian hair and scalp needs, and expanding its distribution footprint both domestically and globally.

Priyanka Chopra Jonas, who will continue to be associated with the brand as Creative Director, called the development a pivotal moment in Anomaly’s journey. “This is a defining moment for Anomaly… Reliance Retail’s acquisition marks an exciting new chapter. Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world,” she said.

The acquisition highlights Reliance Retail’s broader strategy of combining global brand equity with its retail scale and digital capabilities to capture a larger share of India’s rapidly expanding beauty market.

(Disclosure: Firstpost is a part of the Network18 Group. Network18 is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.)