Reliance Retail Acquires Priyanka Chopra Jonas’ Haircare Brand Anomaly
Reliance Retail has acquired Anomaly, the haircare brand founded by Priyanka Chopra Jonas, as it expands its beauty portfolio.
SociapaHQ
Reliance Retail Ltd has acquired Anomaly, the global haircare brand founded by actor and entrepreneur Priyanka Chopra Jonas, marking a further step in its push into the beauty and personal care segment. The company said the deal includes trademarks, brand assets and digital properties, giving it full ownership of the brand’s intellectual property and its digital ecosystem.
Founded in 2021, Anomaly has been positioned as a clean, vegan haircare brand focused on performance and affordability Since launch it has expanded across markets including North America and the United Kingdom building a presence in the competitive global beauty space driven by ingredient conscious consumers.
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Reliance Bets On Beauty Growth:
Reliance Retail plans to scale the brand through its physical retail network and digital commerce platforms including its beauty focused platform Tira India has been identified as a priority market with product development expected to focus on local hair and scalp needs while also adapting the brand for wider international audiences The company is also targeting growth across North America the UK and the Middle East as part of its global beauty strategy.
Isha Ambani Executive Director Reliance Retail Ventures Ltd said the acquisition strengthens its portfolio of high growth beauty brands She noted that Anomaly’s clean formulation approach and accessible pricing align with the company’s broader consumer strategy and that Reliance will leverage its omnichannel capabilities to scale the brand in India and abroad.
Celebrity Brand Stays Involved:
Priyanka Chopra Jonas will continue as creative director of Anomaly overseeing product development and brand vision She said the partnership with Reliance Retail marks an exciting new phase adding that the company’s scale and retail expertise will help bring the brand to more consumers across India and global markets.
The deal reflects a broader shift in the beauty industry where retail groups are increasingly acquiring celebrity founded and digital first brands to combine global brand equity with large scale distribution For consumers it signals wider access to clean beauty products at different price points while for the market it reinforces India’s growing role as both a consumption and expansion hub for global personal care brands It also highlights how omnichannel retail is becoming central to scaling modern beauty labels beyond direct to consumer models.
