Reliance Retail has announced the acquisition of Anomaly, the global haircare brand founded by Priyanka Chopra Jonas. The deal, which includes the brand’s trademarks, intellectual property and digital assets, marks a significant step in Reliance Retail’s efforts to strengthen its fast-growing beauty and personal care portfolio.
Reliance Retail acquires Priyanka Chopra Jonas’ Anomaly, eyes major beauty expansion in India and global markets
Launched in 2021, Anomaly has established itself as a clean, vegan and high-performance haircare brand at an affordable price. Over the years, it has built a strong presence in the international markets, making it a notable name in the global beauty sector.
With this acquisition, Reliance Retail gains full ownership of the brand’s ecosystem, enabling it to scale Anomaly across its extensive offline and online retail network. The company plans to leverage its omnichannel capabilities, including its beauty platform Tira, to expand the brand’s reach and reach among consumers.
Commenting on the development, Isha Ambani, Executive Director, Reliance Retail Ventures Limited, said, “Bringing Anomaly into our portfolio is a strategic step in expanding our basket of new-age, high-growth beauty brands. Anomaly’s strong global position, clean formulation philosophy and accessible pricing makes it an attractive addition to our ecosystem. We are thrilled to collaborate with Priyanka to grow the brand in India by leveraging its omnichannel capabilities and deep consumer insights.” We see immense potential to expand our international presence.”
India is expected to be a key focus market for the brand going forward, with plans to introduce innovations specifically tailored to Indian hair and scalp needs. Also, Reliance Retail aims to further strengthen Anomaly’s global footprint in regions such as North America, the United Kingdom and the Middle East.
Priyanka Chopra Jonas will continue to play a central role in the brand’s journey as Creative Director. Speaking about the new phase, he said, “This is a defining moment for Anomaly. What started as a deeply personal journey has evolved into a brand with real purpose and global ambition, and the acquisition of Reliance Retail marks an exciting new chapter. Their scale, retail expertise and commitment to innovation will allow us to bring Anomaly to even more consumers in India and across the world. I’m especially excited to work with the inimitable Isha Ambani.” whose leadership I value deeply. In my new role as Creative Director, I remain deeply involved in guiding Anomaly’s growth, ensuring we continue to grow and innovate while remaining true to what we set out to create from the beginning.
The acquisition reflects Reliance Retail’s broader strategy to invest in futuristic consumer brands, combining global appeal with its strong retail infrastructure to drive the next phase of growth.
