MUMBAI: Reliance Retail Limited (RRL) on Wednesday announced the acquisition of Anomaly, the global haircare brand founded by Priyanka Chopra Jonas, marking a significant step in strengthening its fast-growing beauty and personal care portfolio.
The acquisition includes ownership of Anomaly's trademarks, brand assets, and digital properties, enabling Reliance Retail to fully integrate the brand into its expanding retail ecosystem. Launched in 2021, Anomaly is positioned as a clean, vegan, and high-performance haircare line offered at accessible price points, with an established presence across key international markets.
With this move, Reliance Retail aims to scale the brand through its extensive offline network and digital commerce platforms, including Tira, aligning with its broader strategy to deepen its footprint in the rapidly growing beauty segment.
Commenting on the development, Isha Ambani, Executive Director of Reliance Retail Ventures Limited, said the acquisition represents a strategic addition of a new-age, high-growth beauty brand. She highlighted Anomaly's global positioning, clean formulation philosophy, and affordability as key strengths, adding that the company sees strong potential to scale the brand in India while continuing its international expansion.
Reliance Retail plans to prioritize India as a key market for Anomaly, focusing on innovation tailored to Indian hair and scalp needs, alongside localized product development. At the same time, the brand will continue to expand its footprint in markets such as North America, the United Kingdom, and the Middle East.
Priyanka Chopra Jonas will remain closely involved with the brand as Creative Director, overseeing innovation, brand vision, and product development. Describing the acquisition as a "defining moment," she said the partnership with Reliance Retail will help bring Anomaly to a wider consumer base globally while staying true to its original purpose.
The acquisition underscores Reliance Retail's ongoing focus on curating and scaling future-ready consumer brands by combining global brand equity with its retail scale, market expertise, and omnichannel capabilities.