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Reliance Retail has acquired Anomaly, including its trademarks and digital assets, to strengthen its presence in the beauty segment.
Launched in 2021, Anomaly is a clean, vegan haircare brand positioned at affordable prices, with a growing global footprint.
The deets: Reliance plans to scale Anomaly through its wide offline store network and digital platforms like Tira, as it doubles down on the fast-growing beauty and personal care space.
Why this matters: The deal gives Reliance full control of Anomaly’s brand and ecosystem, helping it expand faster in the booming D2C beauty segment. For Anomaly, it unlocks access to Reliance’s scale and distribution in India, where demand for clean, high-performance products is rising.
Future plans: Reliance will focus on growing Anomaly in India, with an emphasis on products tailored to local hair needs, while continuing its expansion in markets like North America, the UK, and the Middle East.
Priyanka Chopra Jonas will take on the role of Creative Director, leading brand vision and product innovation, calling the move a “defining moment” for the brand’s global journey.
