Mumbai: Reliance Retail Limited (RRL) has announced the acquisition of Anomaly, the global haircare brand founded by Priyanka Chopra Jonas. The deal includes the brand’s trademarks, intellectual property, and digital assets, marking a significant step in Reliance Retail’s strategy to scale its fast-growing beauty portfolio in India and globally.
Launched in 2021, Anomaly is positioned as a clean, vegan, high-performance haircare brand at an accessible price point. The brand has built a strong international presence across key global markets since its inception.
With this acquisition, Reliance Retail gains full ownership of Anomaly’s intellectual property and digital ecosystem, enabling it to scale the brand through its expansive retail network and omnichannel platforms. The move aligns with the company’s broader strategy to deepen its footprint in the beauty and personal care segment, leveraging both its offline reach and digital commerce platforms, including Tira, to accelerate growth and consumer access.
Commenting on the development, Isha Ambani, Executive Director, Reliance Retail Ventures Limited, said, “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.”
Reliance Retail plans to prioritise India as a key market for Anomaly, focusing on expanding brand equity and market share. The company will also invest in product innovation tailored to Indian hair and scalp needs, while strengthening localized solutions and product development. At the same time, the brand will continue to expand its presence across international markets, including North America, the United Kingdom, and the Middle East.
Priyanka Chopra Jonas will continue to play a central role in the brand’s journey as Creative Director, leading innovation, brand vision, and product 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.”
The acquisition underscores Reliance Retail’s continued focus on curating and scaling future-forward consumer brands within its beauty portfolio, combining global brand equity with its market expertise, retail scale, and omnichannel capabilities to drive the next phase of growth for Anomaly across India and international markets.
