Reliance’s Tira Ventures into Beauty with ‘Tira Tools’ Launch

Reliance, India’s retail giant, entered the beauty market with Tira, an omnichannel platform offering cosmetics and beauty products. Launched in 2023, Tira aims to be a one-stop shop for beauty needs, featuring both established global brands and homegrown favorites. Their mission is to make beauty products accessible and cater to a wide range of consumers. This includes a curated selection, in-store experiences like fragrance finders, and a commitment to ethical practices with their own line, Tira Tools.

Related: Honasa, Mamaearth’s Parent, Expands into Color Cosmetics with ‘Staze’

On Thursday (April 11), Tira, under the umbrella of Reliance Retail, unveiled its entry into the realm of beauty accessories with the debut of its very own brand, ‘Tira Tools’. This exciting move signifies the company’s maiden voyage into developing an in-house brand, a significant milestone in its journey.

“We’re absolutely thrilled to introduce Tira Tools! Whether you’re just starting out or a seasoned pro, these essentials are your go-to for achieving flawless results. From shaping your features to mastering that impeccable contour and creating the perfect cut crease, we’ve got you covered,” exclaimed the company in an Instagram post, capturing the essence of their excitement and dedication to providing top-notch beauty tools in a user-friendly manner.

Tira Tools is launching a variety of beauty accessories for sale, such as brushes, face rollers, beauty sponges, and other products in the same category. The company stated that the new brand will serve both beauty enthusiasts and professional makeup artists. Tira plans to sell its “cruelty-free and vegan” accessories brand both online and at its stores.

The beauty ecommerce platform launched its first proprietary brand nearly a year after Tira went live in April last year. Since then, the Indian beauty ecommerce space has seen fierce competition as established companies and new players compete for a larger share of beauty shoppers.

Over the past few years, the beauty and personal care industry in India has witnessed remarkable growth, fueled by the rising purchasing power of Indian consumers and the increasing embrace of e-commerce. This growth has paved the way for the emergence of major players like Nykaa, alongside promising startups such as SUGAR and Purplle.

Moreover, industry giants like Tata and Reliance have also entered the fray, adding to the competition in this thriving sector.

According to a recent report, the Indian beauty and personal care market reached a substantial value of $26.3 billion in 2022, with projections indicating a further ascent to $38 billion by 2028.

Tira’s introduction of its beauty accessories brand, ‘Tira Tools,’ marks a significant milestone, expanding its offerings with products catering to beauty enthusiasts and professional makeup artists. The company’s commitment to providing user-friendly, “cruelty-free and vegan” accessories aligns with the evolving consumer preferences in the thriving Indian beauty ecommerce space. This move comes amid fierce competition in the industry, driven by remarkable growth and the entry of major players and promising startups. With the Indian beauty and personal care market projected to ascend to $38 billion by 2028, Tira’s foray into this sector holds considerable promise for the future.