THE WHAT? Recode Studios has signed a strategic investment agreement to acquire up to a 51% stake in premium beauty brand Aflairza Professionals, strengthening its position in India’s growing beauty and personal care market.
THE DETAILS The acquisition will be completed in two phases, beginning with the purchase of a 33% stake through a combination of promoter share acquisition and fresh capital investment valued at ₹8.32 crore. Subject to agreed performance milestones, Recode Studios will increase its holding to 51%, becoming the majority shareholder. Aflairza develops professional-grade beauty products using Korean formulations and will continue to be managed by its existing founders, while Recode provides strategic direction, operational support, manufacturing investment and expanded distribution across online and offline retail channels.
THE WHY? The transaction reflects continued consolidation in India’s premium beauty sector, as established companies invest in high-growth brands to expand product portfolios, strengthen manufacturing capabilities and capitalise on rising demand for premium cosmetics.
Source: medianews4U
