Reliance Retail expands beauty portfolio with acquisition of Priyanka Chopra’s haircare brand ‘Anomaly’ — What we know

Reliance Retail today announced that it has acquired actor Priyanka Chopra Jonas' haircare brand ‘Anomaly’, including its brand assets, digital properties and trademarks, in a move that significantly expands its beauty portfolio, the company said in a statement on 30 April.

Founded in 2021, Anomaly is a clean, vegan, high performance haircare brand offered at an accessible price point, the release said. It added that the brand has strong international presence with distribution across key global markets.

“Through this acquisition, Reliance Retail brings full ownership of the brand’s intellectual property and digital ecosystem into its portfolio, enabling it to scale Anomaly through its expansive retail network and omnichannel platforms,” the statement added. It further noted that the move aligns with the company’s strategy to deepen its presence in the fast-growing beauty and personal care category by leveraging its offline footprint and digital commerce platforms, including Tira.

‘Strategic step in expanding our basket’

Isha Ambani, Executive Director at Reliance Retail Ventures called the move a “strategic step in expanding our basket of new-age, high growth beauty brands”. She added that Anomaly’s global positioning, formulation, and pricing make it a “compelling addition” to their beauty portfolio.

“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,” Ambani added.

Future plans: ‘Focus on India as priority market’

The statement said that focus going forward will be on expanding Anomaly’s brand equity and market share with India as a priority market.

• Innovation tailored to Indian hair and scalp needs will be a key driver,
• Strengthening product development and localised solutions.
• Will continue to scale its international footprint across markets such as North America, United Kingdom, and the Middle East.
• Priyanka Chopra will take position as Creative Director, driving innovation, brand vision, and product development.

Chopra Jonas called it a “defining moment” with shift in growth from a personal journey to purpose and global ambition. “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,” she said.

“This strategic alignment underscores Reliance Retail’s continued focus on curating and scaling future-forward consumer brands within its beauty portfolio, while combining global brand equity with its market expertise, retail scale, and omnichannel capabilities to unlock the next phase of growth for Anomaly across India and international markets,” the statement added.

About Reliance Retail

Reliance Retail is a subsidiary of Reliance Retail Ventures Limited (RRVL), the holding company of all the retail companies under Reliance Industries. RRVL, through its subsidiaries and affiliates, operates an integrated omni-channel network of 20,160 stores and digital commerce platforms across consumer electronics, fashion and lifestyle, grocery, and pharma diverse consumption baskets.

RRVL has a registered customer base of over 387 million and reported a consolidated turnover of ₹3,70,026 crore and EBITDA of ₹ 27,033 crore for the year ended March 31, 2026.