THE WHAT? Reliance Retail has acquired Anomaly, the haircare brand founded by Priyanka Chopra Jonas.
THE DETAILS The Indian retail giant acquired the brand from US incubator Maesa, which launched Anomaly in 2021. While financial terms were not disclosed, Priyanka Chopra Jonas will remain involved in a newly created role as creative director. Reliance plans to scale the brand using its omnichannel network, including its beauty retail chain Tira, which operates 28 stores across India. Anomaly, known for its affordable, vegan haircare products, has been present in India since 2022 and was previously distributed in the US through retailers such as Target and Walmart. The company also aims to expand the brand’s international footprint.
THE WHY? The acquisition supports Reliance Retail’s strategy to strengthen its beauty portfolio and leverage its retail infrastructure to scale high-potential brands, particularly those tailored to local consumer needs such as Indian hair and scalp care.
Source: The Business of Fashion
