Reliance Retail has acquired Anomaly, the global haircare brand founded by actor and entrepreneur Priyanka Chopra Jonas, in a move that significantly expands the conglomerate's fast-growing beauty and personal care portfolio. The acquisition covers Anomaly's trademarks, brand assets, and digital properties, giving Reliance Retail full ownership of the brand's intellectual property and online ecosystem.
Founded in 2021, Anomaly is positioned as a clean, vegan, high-performance haircare brand offered at an accessible price point, with established distribution across key international markets including North America, the United Kingdom, and the Middle East. Reliance Retail plans to scale the brand through its expansive offline retail network and omnichannel platforms, with Tira, its dedicated beauty commerce platform, serving as a key channel for accelerating consumer reach in India.
Isha Ambani, Executive Director of Reliance Retail Ventures Limited, said, "Bringing Anomaly into our portfolio 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."
Priyanka Chopra Jonas 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."
India will be the priority market under the new ownership, with a focus on product innovation tailored to Indian hair and scalp needs alongside localised solutions. Priyanka Chopra Jonas will continue to play an integral role in the brand's evolution in her new capacity as Creative Director, remaining closely involved in guiding product development, innovation, and brand vision.
0 Comments