Reliance Retail Limited has acquired Priyanka Chopra Jonas’s global haircare brand Anomaly, marking a significant milestone in the expansion of its fast-growing beauty and personal care portfolio. The deal includes the brand’s trademarks, digital assets, and other intellectual property, positioning Reliance Retail to scale Anomaly both in India and across international markets.
Founded by Priyanka Chopra Jonas in 2021, Anomaly has built a strong reputation as a clean, vegan, high-performance haircare brand offering quality products at accessible price points. Since its launch, it has gained notable presence in key global markets. This acquisition allows Reliance Retail to integrate the brand fully into its extensive omnichannel network, including its digital beauty platform Tira, while leveraging its vast offline retail footprint.
The move aligns with Reliance Retail’s strategy to strengthen its position in the booming beauty segment by bringing in new-age, consumer-focused brands. With India identified as a priority market, the company plans to tailor innovations to specific Indian hair and scalp needs, develop localized solutions, and enhance product accessibility for a wider consumer base. At the same time, Anomaly will continue expanding its footprint in regions such as North America, the United Kingdom, and the Middle East.
Ms. Isha Ambani, Executive Director, Reliance Retail Ventures Limited, highlighted the strategic importance of the acquisition: “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.”
Priyanka Chopra Jonas will remain closely involved with the brand as Creative Director, guiding its vision, innovation, and product development. Expressing her thoughts on the development, she said: “This is a defining moment for Anomaly. What began as a deeply personal journey has grown into a brand with real purpose and global ambition, and Reliance Retail’s acquisition marks an exciting new chapter. Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world. I’m especially excited to be working alongside the inimitable Isha Ambani, whose leadership I value tremendously. In my new role as Creative Director, I remain deeply involved in guiding Anomaly’s evolution, ensuring we continue to grow and innovate while staying true to what we set out to build from the very beginning.”
This partnership brings together Priyanka’s global brand equity and creative insight with Reliance Retail’s operational strength and market reach. Industry observers see this as a powerful combination that could accelerate Anomaly’s growth while contributing to the overall evolution of India’s beauty retail landscape.
Reliance Retail Limited, a subsidiary of Reliance Retail Ventures Limited, operates one of India’s largest integrated omnichannel retail networks. As of the financial year ended March 31, 2026, the group reported a consolidated turnover of ₹ 3,70,026 crore and EBITDA of ₹ 27,033 crore, with a registered customer base exceeding 387 million. Its diverse portfolio spans grocery, consumer electronics, fashion, lifestyle, and pharma.
For Reliance Retail, the acquisition of Anomaly adds another high-potential brand to its beauty stable, complementing its existing efforts to meet evolving consumer preferences for clean, ethical, and performance-driven products. The focus on omnichannel scaling reflects the company’s understanding of modern shopping behaviours, where consumers expect seamless experiences across online and offline touchpoints.
Priyanka Chopra Jonas’s continued creative leadership ensures that Anomaly retains its founding ethos while benefiting from Reliance’s resources. Her personal connection to the brand, combined with her global influence, is expected to strengthen consumer trust and drive engagement, particularly among younger demographics seeking purposeful beauty solutions.
As the Indian beauty market continues to witness robust growth, strategic moves like this acquisition highlight the increasing convergence of celebrity entrepreneurship and organised retail. Reliance Retail’s commitment to innovation and market-specific adaptations positions Anomaly for deeper penetration in a highly competitive category.
This development not only strengthens Reliance Retail’s beauty vertical but also signals growing confidence in Indian-origin global brands finding stronger footing through domestic retail powerhouses. With Priyanka Chopra Jonas and Isha Ambani at the helm of this collaboration, Anomaly is well-placed to reach new heights in both India and international markets.
The coming months will likely see focused efforts on product innovation, distribution expansion, and marketing initiatives tailored to Indian consumers. For beauty enthusiasts and industry stakeholders alike, this acquisition represents an exciting chapter in the evolution of accessible, high-quality haircare in the country.
