April 2026 | Retail & Beauty Industry News | India – Reliance Retail has acquired the intellectual property and digital assets of Anomaly, a clean and vegan haircare brand founded by Priyanka Chopra Jonas. The deal marks a strategic move to strengthen Reliance Retail’s presence in the fast-growing beauty and personal care segment.
The acquisition will enable Reliance Retail to scale the brand across India and international markets using its extensive retail and digital ecosystem.
Strategic Expansion of Beauty Portfolio
Founded in 2021, Anomaly has built a global presence with a focus on:
- Clean and vegan formulations
- Affordable pricing
- High-performance haircare solutions
With this acquisition, Reliance Retail gains full ownership of the brand’s trademarks and digital infrastructure, allowing it to accelerate growth through its omnichannel platforms.
The company plans to leverage its physical retail network along with digital platforms such as Tira to enhance consumer reach.
Focus on Omnichannel Growth and Market Expansion
The acquisition aligns with Reliance Retail’s broader strategy to:
- Expand its portfolio of high-growth beauty brands
- Strengthen omnichannel distribution
- Increase accessibility across online and offline channels
Isha Ambani, Executive Director of Reliance Retail Ventures Limited, said:
“Bringing Anomaly 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. We see immense potential in collaborating with Priyanka to scale the brand in India by leveraging our omnichannel capabilities and deep consumer insights, while continuing to grow its international presence.”
India as a Priority Market
Reliance Retail plans to prioritise India as a key growth market for Anomaly.
Key focus areas include:
- Developing products tailored to Indian hair and scalp needs
- Expanding product innovation and localised solutions
- Increasing market share through targeted distribution
At the same time, the brand will continue to grow internationally across regions such as North America, the United Kingdom, and the Middle East.
Continued Leadership Role for Priyanka Chopra Jonas
Priyanka Chopra Jonas will remain actively involved in the brand as Creative Director, overseeing innovation, brand vision, and product development.
She said:
“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. Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world. I’m especially excited to be working alongside the inimitable Isha Ambani, whose leadership I value tremendously. In my new role as Creative Director, I remain deeply involved in guiding Anomaly’s evolution, ensuring we continue to grow and innovate while staying true to what we set out to build from the very beginning.”
Strengthening Consumer Brand Strategy
The acquisition reflects Reliance Retail’s ongoing strategy to build a strong portfolio of consumer brands by combining:
- Global brand equity
- Retail scale and distribution
- Digital commerce capabilities
By integrating Anomaly into its ecosystem, the company aims to unlock new growth opportunities in the beauty and personal care segment.
Conclusion
With the acquisition of Anomaly, Reliance Retail is reinforcing its position in India’s evolving beauty market.
The combination of celebrity-led brand equity, omnichannel retail strength, and local market expertise is expected to drive the next phase of growth for the brand both in India and globally.
