Reliance Retail has acquired Anomaly, the haircare brand founded by actor-entrepreneur Priyanka Chopra Jonas, to deepen its presence in the fast-growing beauty and personal care category.

As part of the deal, the company has taken over Anomaly's trademarks, brand assets and digital properties, securing full ownership of the brand's intellectual property. Financial details were not disclosed. Launched in 2021 by Chopra Jonas in partnership with beauty incubator Maesa, Anomaly built its early traction in the North American market, positioning itself as a clean, vegan haircare brand. It was previously stocked by major global retailers such as Target and Walmart, helping it scale distribution quickly.

Anomaly sells a variety of haircare products, including shampoos, conditioners, oils and hairmasks. In India, the brand was previously available on Nykaa, retailing at around Rs 700 for a 325 ml bottle. Following the acquisition, Anomaly will now be sold exclusively through Tira, Reliance Retail's omnichannel beauty platform that combines online and offline distribution. Media reports show that the brand has generated over Rs 4000- 4500 crore in revenue, as of April 2026. The move also strengthens Tira's growing portfolio of celebrity-led and digital-first brands.

These include Akind, founded by Mira Rajput Kapoor, and 9skin by actor Nayanthara. Launched in April 2023 by Isha Ambani and Bhakti Modi, Tira is positioned as a direct challenger to listed rival Nykaa. Nykaa, through 'House of Nykaa', has been expanding its portfolio of beauty brands, including Nykaa Cosmetics, Nykaa Naturals, Kay Beauty, founded by actress Katrina Kaif, Dot & Key, Earth Rhythm, and Nyveda. The company is also in talks to acquire Deepika Padukone's skincare brand 82°E. Reliance plans to use the brand to scale its international footprint across markets such as North America, the United Kingdom, and the Middle East. Chopra Jonas will continue to serve as the creative director of Anomaly.