Reliance Retail launches AJIO Beauty to deepen play in India’s beauty market

MUMBAI: Reliance Retail is putting its best face forward. The retailer has launched AJIO Beauty, expanding its presence in India’s fast-growing beauty and personal care market while bringing fashion and beauty shopping under one digital roof.

The new platform strengthens Reliance Retail’s lifestyle portfolio by combining the fashion-led reach of AJIO with the omnichannel beauty expertise of Tira, creating an integrated ecosystem for consumers shopping across fashion, skincare, cosmetics and personal care.

AJIO Beauty debuts with a catalogue of products from more than 1,500 Indian and international brands, spanning skincare, makeup, haircare, fragrances, bath and body products, personal care and beauty accessories. The platform caters to multiple price segments, ranging from value offerings to bridge-to-luxury, premium and luxury beauty products.

Reliance Retail said the platform will deliver across more than 19,000 pin codes nationwide. Customers in eligible cities will also be able to access products through AJIO Rush, the company’s quick-delivery service.

The launch comes as India’s online beauty market continues to grow, with consumers increasingly seeking curated shopping experiences alongside wider product choice. Rather than positioning beauty as a standalone category, AJIO Beauty aims to integrate it with fashion discovery, offering curated routines, ingredient-led recommendations, trend edits and personalised suggestions.

An AJIO spokesperson said the platform reflects the growing convergence of fashion and beauty, with consumers increasingly looking to express their personal style across both categories.

By leveraging Tira’s beauty capabilities and AJIO’s established customer base, Reliance Retail is seeking to strengthen its position in the country’s increasingly competitive beauty retail market, where digital-first shopping, premium brands and faster fulfilment are becoming key differentiators.

With the launch of AJIO Beauty, Reliance Retail further expands its presence across fashion, lifestyle and beauty, betting that consumers will increasingly prefer a single destination for both wardrobe updates and beauty essentials.