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Reliance Retail has announced the acquisition of Anomaly, the worldwide haircare brand founded by Priyanka Chopra Jonas. The deal includes the brand’s trademarks, mental property, and digital assets, marking a major move in Reliance Retail’s efforts to strengthen its fast-growing beauty and private care portfolio.
Reliance Retail acquires Priyanka Chopra Jonas’ Anomaly, eyes major beauty expansion in India and global markets
Launched in 2021, Anomaly has positioned itself as a clean, vegan, and high-performance haircare brand at an accessible price point. Over time, it has built a robust presence across international markets, making it a notable name in the worldwide beauty space.
With this acquisition, Reliance Retail gains full ownership of the brand’s ecosystem, enabling it to scale Anomaly across its extensive offline and online retail network. The corporate plans to leverage its omnichannel capabilities, including its beauty platform Tira, to expand the brand’s reach and accessibility amongst consumers.
Commenting on the event, 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.”
India is predicted to be a key focus marketplace for the brand going forward, with plans to introduce innovations tailored specifically to Indian hair and scalp needs. At the identical time, Reliance Retail goals to further strengthen Anomaly’s global footprint across regions akin to North America, the UK, and the Middle East.
Priyanka Chopra Jonas will proceed to play a central role within the brand’s journey as Creative Director. Speaking in regards to the recent phase, she said, “This can be a defining moment for Anomaly. What began as a deeply personal journey has grown right into a brand with real purpose and global ambition, and Reliance Retail’s acquisition marks an exciting recent chapter. Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to way more consumers in India and world wide. I’m especially excited to be working alongside the inimitable Isha Ambani, whose leadership I value tremendously. In my recent role as Creative Director, I remain deeply involved in guiding Anomaly’s evolution, ensuring we proceed to grow and innovate while staying true to what we got down to construct from the very starting.”
The acquisition reflects Reliance Retail’s broader strategy of investing in future-forward consumer brands, combining global appeal with its strong retail infrastructure to drive the subsequent phase of growth.
Also Read: Priyanka Chopra shoots cameo in Mira Nair’s Amrita Sher-Gil biopic Amri: Report
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