MUMBAI, India — Making its first global beauty acquisition, Reliance Retail Ltd. on Thursday revealed it has purchased Priyanka Chopra Jonas’ hair care brand Anomaly. The move signals both an expansion of Reliance Retail’s ambitions and a new chapter for a brand that has built its identity around clean, accessible beauty.
“Anomaly’s strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem,” said Isha Ambani, executive director of Reliance Retail Ventures Ltd. Reliance Retail Ltd. operates as a subsidiary of Reliance Retail Ventures Ltd., which runs an integrated omnichannel network of more than 20,000 stores across categories and reported a consolidated turnover of 3,700.26 billion rupees, or about $39.01 billion, for the financial year ending March 31.
According to a company spokesperson, Reliance Retail has acquired all of Anomaly’s trademarks and digital assets, with plans to drive growth both in India and globally through its expansive omnichannel and retail network. The acquisition positions Anomaly to tap into Reliance’s scale while retaining its identity as a purpose-led brand.
Chopra Jonas, who remains closely tied to the brand, described the moment as pivotal. “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 said.
She will continue in her role as creative director, guiding the brand’s evolution while ensuring it stays aligned with its original vision.
The Indian beauty and personal care market was valued at about $23 billion in 2025, according to Redseer Strategy consultants, and is expected to grow at 12 percent CAGR to become the fourth-largest beauty and personal care market by 2030.
Reliance Retail has steadily expanded its presence in beauty in recent years. Its beauty format store Tira, launched in 2023, has grown to 29 locations, while its partnership with LVMH Moët Hennessy Louis Vuitton-owned Sephora, announced in November 2023, has helped it take over and expand prestige beauty retail operations in India to around 30 stores nationwide. These moves reflect a broader strategy to build a comprehensive beauty ecosystem spanning mass and luxury segments.
With the acquisition, Anomaly is expected to accelerate growth by leveraging its global brand equity alongside Reliance’s market expertise, retail scale and omnichannel capabilities. The company said the partnership would help unlock the next phase of expansion across India and international markets.
Launched in 2021 with beauty incubator Maesa, Anomaly has focused on clean formulations that exclude SLS and SLES sulfates, parabens, phthalates, mineral oil and dyes, while remaining vegan and cruelty-free. The brand has also emphasized sustainability in its packaging, using bottles made from 100 percent recycled plastic waste, including materials diverted from landfills and ocean-bound plastic, which can be recycled after use.
Speaking to WWD at the launch of Anomaly in India in August 2022, Chopra Jonas noted the fast-changing beauty segment in India with a “democratized access to beauty and personal care,” describing the Indian market as “dynamic and evolving, with both women and men showing growing interest in personal care products.”
“The Indian consumer is very conscious about their environment. They want to try out everything and use what is best for them and that’s what makes it so interesting to play in a market like this and provide a brand like Anomaly, which has superior formulas, that is good for the environment and has taken away everything that is bad for the hair — sulphates, parabens, mineral oil and put in ingredients from around the world which are predominantly natural,” she said.
The acquisition aligns with Reliance Retail’s broader strategy to deepen its footprint in beauty as the Indian market continues to expand rapidly. The company has been building its portfolio through a mix of partnerships and acquisitions while simultaneously scaling its retail infrastructure. In March, Reliance acquired domestic brand Pahadi Local, known for its focus on sustainable sourcing and ingredients from the Himalayan regions of Ladakh and Himachal Pradesh.
Earlier this month, the company launched Fenty Beauty and Fenty Skin in India through an exclusive partnership, further strengthening its portfolio of international brands. The launch was accompanied by a high-profile immersive pop-up event in Mumbai up called “Fenty Beauty Ki Haveli” at Phoenix Palladium, Mumbai, along founder Rihanna’s high-profile visit to Mumbai.
