Brands
Swiss Beauty signs Taapsee Pannu as brand ambassador
Mumbai: Swiss Beauty, a leading makeup brand, has onboarded Bollywood superstar Taapsee Pannu as its brand ambassador. With Pannu’s influence and the brand’s commitment to high-performing makeup, they aim to redefine standards and help people make better makeup choices. This collaboration deepens the audience connection, as both Pannu and Swiss Beauty have risen from the ground up. Together, they inspire people to embrace their unique beauty, marking a transformative chapter that celebrates authenticity and helps them make informed decisions for their makeup.
Pannu, celebrated for her exceptional talent and authentic personality, has become an inspiration to millions of people across the country. Her natural beauty and genuine portrayal of real-life experiences perfectly align with Swiss Beauty’s core values. Through this collaboration, Swiss Beauty aims to make its makeup accessible to as many people as possible as Pannu has a huge set of audience that matches the brand’s consumer group.
With a massive fan following in India, Pannu’s association with Swiss Beauty is expected to strengthen the brand’s dominance and open new avenues.
Swiss Beauty directors Amit Goyal & Mohit Goyal expressed their enthusiasm about the collaboration, stating, “Pannu’s independent personality perfectly aligns with Swiss Beauty’s inclusive makeup line, which aims to be every makeup lover’s go-to brand with long-lasting and comfortable products. As we celebrate a decade in the industry, we are confident that her association with the brand will uplift our brand and widen the consumer base.”
Speaking about onboarding Pannu, Swiss Beauty CEO Saahil Nayar said, “We are delighted to have Pannu as our Brand Ambassador, as she perfectly embodies our brand’s spirit. We are confident that her association with the brand will help us reach a wider set of audience.”
Pannu shared her excitement about the collaboration, saying, “Brands that matter are brands that have a story to tell. Swiss Beauty is all of it & more: grew from the ground up with a super strong aim of making makeup dependable, comfortable yet high-performing. I’ve always been drawn to products that do more than they cost, and Swiss Beauty truly embodies this principle. Their makeup range offers a diverse set of choices & voices that speak to the youth & almost everyone!
Feels good to be attached to the brand and look forward to working together to set new beauty standards that resonate with the modern outlook.”
Swiss Beauty’s partnership with Pannu marks an important milestone in their commitment to redefine beauty standards and being a makeup brand that has products for everyone. The collaboration combines Pannu’s charismatic personality with Swiss Beauty’s dedication to excellence, promising to create a positive impact in the beauty industry.
Brands
Reliance Retail acquires Priyanka Chopra Jonas’s haircare brand Anomaly
India’s biggest retailer bets on clean, vegan haircare as it muscles into the country’s fast-growing beauty market
MUMBAI: Reliance Retail has acquired Anomaly, the global haircare brand founded by actor and entrepreneur Priyanka Chopra Jonas, in a move that hands India’s largest retailer full ownership of one of the more internationally recognised homegrown beauty labels. Financial terms were not disclosed.
The deal covers Anomaly’s trademarks, brand assets and digital properties, giving Reliance Retail complete ownership of the brand’s intellectual property and digital ecosystem. Chopra Jonas, who launched Anomaly in 2021, will stay on as creative director, overseeing innovation, product development and brand vision.
Built on a clean, vegan and high-performance positioning at accessible price points, Anomaly has established an international presence across multiple global markets since its launch. Reliance Retail now plans to scale the brand aggressively through its expansive offline retail network and omnichannel platforms, including Tira, its beauty retail arm. India will be a priority market, with a focus on developing products tailored to Indian hair and scalp needs. The company also has its eye on North America, the United Kingdom and the Middle East.
Isha Ambani, who oversees Reliance Retail’s consumer businesses, was forthright about the strategic logic. “Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands,” she said. “Anomaly’s strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem.” She added that Reliance saw “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.”
Chopra Jonas framed the acquisition as a milestone rather than an exit. “This is a defining moment for Anomaly,” she said. “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.” She added that Reliance’s “scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world.”
The acquisition slots neatly into Reliance Retail’s broader push into premium and digital-first consumer brands across fashion, beauty and personal care. In a beauty market growing at pace and increasingly receptive to clean, ingredient-conscious formulations, Anomaly gives Reliance a brand with genuine international credibility and a founder whose global profile does the marketing almost by itself. For Chopra Jonas, it means her haircare label gets the retail muscle of India’s most powerful consumer conglomerate behind it. Not a bad chapter two.
