Reliance Retail buys Priyanka Chopra-backed haircare brand Anomaly

Reliance Retail Limited, a unit of Reliance Industries, said on Wednesday it has acquired the global haircare brand Anomaly founded by actor-entrepreneur Priyanka Chopra Jonas.

The company said it has acquired Anomaly’s trademarks, brand assets and digital properties, giving it full ownership of the brand’s intellectual property and digital ecosystem.

Launched in 2021, Anomaly is positioned as a clean, vegan and affordable haircare brand and has built a presence across international markets.

The acquisition will allow Reliance Retail to scale the brand through its extensive physical store network and its omnichannel platforms, including its beauty retail format Tira, the company said.

“Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands,” said Isha Ambani, Executive Director, Reliance Retail Ventures Limited.

“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,” she added.

Reliance Retail said India will be a priority market for Anomaly, with a focus on developing products tailored to local hair and scalp needs, alongside strengthening product innovation.

The brand will also continue to expand in international markets such as North America, the United Kingdom and the Middle East.

Priyanka Chopra Jonas will continue to be involved with the brand as creative director, overseeing product development and brand strategy.

Reliance Retail’s 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 in a statement.