Reliance Retail has expanded its beauty and personal care portfolio with the launch of AJIO Beauty, a new platform that brings together AJIO's fashion-focused consumer base and Tira's omnichannel beauty capabilities.
The launch is part of the retailer's broader strategy to build an integrated fashion, beauty and lifestyle ecosystem, catering to the growing demand for holistic shopping experiences among Indian consumers.
AJIO Beauty will offer products across skincare, makeup, haircare, fragrances, bath and body, personal care, and beauty accessories. The platform houses more than 1,500 Indian and international brands across value, bridge-to-luxury, premium and luxury segments. Orders will be serviced across more than 19,000 pin codes, with select products also available through AJIO Rush, the company's quick-delivery service in eligible cities.
The company said the platform aims to differentiate itself through a discovery-led shopping experience, featuring curated beauty edits, ingredient-based recommendations, emerging trends and personalised product suggestions alongside its product catalogue.
Commenting on the launch, an AJIO spokesperson said the growing convergence of fashion and beauty is shaping how consumers express their personal style. The spokesperson added that AJIO Beauty extends the platform's fashion-first philosophy into beauty while leveraging Reliance Retail's expertise in the category and AJIO's digital reach to deliver a curated selection of Indian and international brands.
