New Delhi: Recode Studios Limited has signed a strategic investment term sheet to acquire up to a 51% equity stake in Aflairza Professionals Private Limited, the company behind premium beauty and cosmetics brand AFLAIRZA, as it looks to strengthen its presence in India’s fast-growing beauty and personal care (BPC) market.
The proposed acquisition will be carried out in two phases, combining a secondary purchase of shares from the existing promoters with a primary capital infusion into the business.
As part of the transaction, Recode Studios will initially acquire a 33% stake in Aflairza for an aggregate consideration of ₹8.32 crore. The investment will be equally split between the purchase of promoter-held shares and fresh capital into the company. Subject to the achievement of agreed milestones, Recode plans to increase its shareholding to 51% in the second phase, making it the majority shareholder.
The company said the investment is aimed at accelerating Aflairza’s growth by strengthening manufacturing capabilities, expanding its premium beauty and personal care portfolio, enhancing distribution and increasing the brand’s presence across online and offline retail channels.
Founded by Sagar Urvish Gandhi and Deep Parekh, Aflairza Professionals offers professional-grade beauty products developed using advanced Korean formulations. The company has built a portfolio of premium cosmetics targeted at beauty professionals and consumers across India.
Following the proposed transaction, the existing promoters will continue to oversee the company’s day-to-day operations, while Recode Studios will provide strategic guidance, financial support and operational expertise. Recode will also nominate a representative to Aflairza’s Board as part of the partnership.
Commenting on the company’s Development, Dheeraj Bansal, Chairman & Managing Director of Recode Studios said, “This proposed investment marks another important milestone in Recode’s long-term strategy of partnering with high-potential consumer brands. Aflairza has built a strong portfolio of innovative beauty products, backed by a premium luxury brand positioning and a differentiated product offering. The brand’s ability to command superior value realization reflects its growing consumer acceptance and reinforces its position in the premium beauty segment This acquisition is well aligned with our strategic focus on expanding our presence in the Beauty & Personal Care (BPC) category through premium and aspirational brands. We see significant opportunities to leverage Recode’s product development capabilities, industry expertise, distribution network, and operational strengths to accelerate Aflairza’s next phase of growth. Together with the founders, we aim to strengthen the brand’s market presence, broaden its product portfolio, and create sustainable long-term value for customers, partners, and shareholders alike. We look forward to building one of India’s leading premium beauty businesses over the coming years.”
