Reliance Retail buys Priyanka Chopra Jonas’ Anomaly in beauty expansion push

Reliance Retail has acquired actor-entrepreneur Priyanka Chopra Jonas’s global haircare brand Anomaly, marking a significant expansion of the retailer’s fast-growing beauty and personal care portfolio.

The company said on Thursday that the acquisition includes Anomaly’s trademarks, brand assets and digital properties, giving Reliance Retail full ownership of the brand’s intellectual property and digital ecosystem. Financial details of the deal were not disclosed.

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Founded by Chopra Jonas in 2021, Anomaly positions itself as a clean, vegan and high-performance haircare brand at an accessible price point. The brand has built an international presence across multiple global markets since launch.

Reliance Retail said it plans to scale Anomaly through its expansive offline retail network and omnichannel platforms, including Tira, as part of its broader strategy to deepen its presence in India’s rapidly growing beauty segment.

“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,” said Isha Ambani.

“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,” she added.

Reliance Retail said India would be a priority market for the brand going forward, with a focus on developing products tailored to Indian hair and scalp needs. The company also plans to expand Anomaly’s presence in international markets including North America, the United Kingdom and the Middle East.

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Chopra Jonas will continue to remain associated with the brand as Creative Director, overseeing innovation, product development and brand vision.

“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,” Chopra Jonas said.

“Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world,” she added.

The acquisition further strengthens Reliance Retail’s beauty portfolio as the company continues to invest aggressively in premium and digital-first consumer brands across fashion, beauty and personal care categories.