Mumbai: Reliance Retail Limited (RRL) today announced the acquisition of Priyanka’s global haircare brand Anomaly, including its tradema...
Mumbai: Reliance Retail Limited (RRL) today
announced the acquisition of Priyanka’s global haircare brand Anomaly,
including its trademarks, brand assets, and digital properties. The acquisition
marks a significant expansion of Reliance Retail’s fast-growing beauty portfolio
and reinforces its commitment to building and scaling high-growth consumer
brands in India and globally.
Founded by the global actor and entrepreneur in
2021, Anomaly is a clean, vegan, high-performance haircare brand offered at an
accessible price point. Since its inception, the brand has established a 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 move aligns with Reliance Retail’s
broader strategy to deepen its presence in the fast-growing beauty and personal
care category, leveraging its offline footprint and digital commerce platforms,
including Tira, to accelerate brand growth and enhance consumer accessibility.
*Ms. Isha Ambani, Executive Director, 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.”
Reliance Retail will focus 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, alongside
strengthening product development and localized solutions. The brand will also
continue to scale its international footprint across markets such as North
America, United Kingdom, and the Middle East as part of its global growth
journey.
*Priyanka will continue to play an integral role in
the brand’s evolution as Creative Director, driving innovation, brand vision,
and product development. She 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.”
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.
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