Reliance Retail Launches AJIO Beauty With Fifteen Hundred Brands To Expand Personal Care Footprint
Reliance Retail has launched AJIO Beauty, its third beauty bet after Tira, offering fifteen hundred brands and deliveries to nineteen thousand pin codes, wagering that fashion first shoppers will buy skincare and makeup the same way they already buy clothes.
Highlights:
- Reliance Retail has launched AJIO Beauty, combining AJIO’s fashion reach with Tira’s beauty expertise
- The platform offers more than 1500 brands with delivery to over 19000 pin codes nationwide
- Faster deliveries will be available through AJIO Rush in select eligible cities
- This is Reliance Retail’s second major beauty platform alongside its existing Tira business
- Nykaa currently holds an estimated 25 to 30 percent share of India’s online beauty market
India’s online beauty shoppers already have no shortage of places to buy a lipstick. Reliance Retail has just decided that is not a reason to stay out of the fight, it is a reason to bring a second brand into it.
The company has launched AJIO Beauty, expanding its presence in what it calls the fast growing beauty and personal care segment, and folding the new platform directly into its broader fashion and lifestyle ecosystem.
The logic behind AJIO Beauty is fairly specific, rather than simply building another standalone beauty app from scratch, Reliance Retail is combining two things it already owns. AJIO brings its fashion first shopping experience and an existing digital customer base built over nearly a decade. Tira, the company’s existing omnichannel beauty platform, brings category expertise, brand relationships, and operational infrastructure already built for beauty specifically.
“With AJIO Beauty, we are extending AJIO’s fashion first philosophy into the beauty space,” an AJIO spokesperson said, framing the launch as a natural response to fashion and beauty increasingly converging as consumers look to express personal style more holistically.
The scale of the catalogue Reliance is putting behind this launch is substantial. AJIO Beauty offers products from more than 1,500 brands, spanning value, bridge to luxury, premium, and luxury tiers, and covering categories including skincare, makeup, haircare, fragrances, bath and body, personal care, and beauty accessories, all positioned as a single discovery led destination rather than a narrow category extension. Nationwide delivery covers more than 19,000 pin codes, with faster delivery available through AJIO Rush in eligible cities, extending the same quick delivery infrastructure AJIO has already built for fashion into the beauty category.
The platform is explicitly positioning itself around discovery rather than pure transaction. Reliance Retail describes AJIO Beauty as designed to help customers find products through curated recommendations, emerging trend spotlights, ingredient led suggestions, and personalised edits, alongside the broad brand catalogue itself, an approach meant to differentiate it from a purely search and filter shopping experience.
“Fashion and beauty are increasingly converging as consumers look to express their personal style more holistically,” the AJIO spokesperson said. “Backed by Reliance Retail’s beauty expertise and AJIO’s digital reach, we are excited to offer a curated beauty experience.”
The market this launch is stepping into is genuinely large and rapidly evolving. India’s beauty and personal care industry has grown considerably in recent years, with the country’s broader ecommerce market expanding from roughly 25 billion dollars in 2020 to around 60 billion dollars by 2025, according to industry investor materials. Global beauty giant L’Oréal has separately committed to doubling its India business in the coming years and announced plans for a dedicated beauty technology hub in Hyderabad, backed by an initial investment exceeding 35 billion rupees, a signal of just how seriously international players now take the Indian market.
Reliance is not entering that opportunity as a first mover, however. Nykaa remains the dominant force in India’s online beauty and personal care space, commanding an estimated 25 to 30 percent market share built over more than a decade, backed by a network spanning over 4,000 brands, more than 42 million customers, and an offline footprint across more than 45 cities. Myntra’s beauty vertical has also emerged as a serious contender, growing 65 percent year on year through 2025 and now drawing 20 million monthly active users, representing 30 percent of Myntra’s total user base, while Purplle has carved out a differentiated position focused heavily on value pricing and deeper reach into tier two and tier three cities.
It is worth applying real scrutiny to what AJIO Beauty actually adds to Reliance Retail’s existing position, rather than treating it as an obviously additive move. Reliance already operates Tira as its dedicated omnichannel beauty platform, positioned toward the premium end of the market. Launching a second, AJIO branded beauty platform under the same parent company raises a fairly direct question about internal cannibalisation, whether AJIO Beauty is genuinely reaching a distinct customer segment that Tira was not already capturing, namely AJIO’s existing fashion first shoppers who may not have crossed over to Tira on their own, or whether Reliance Retail is simply splitting its own beauty focused marketing spend and brand partnerships across two competing internal properties chasing largely the same Indian beauty consumer.
There is also a fair question about differentiation relative to established rivals. As one industry observer close to Nykaa’s own strategy team has noted, most challengers in India’s beauty space currently operate what amounts to a piecemeal play, strong in some categories or geographies but not comprehensively across all of them, Myntra doing well in certain categories, Purplle owning tier two and tier three reach, Tira leaning premium. AJIO Beauty’s own differentiation, at launch, rests almost entirely on combining AJIO’s existing fashion audience with Tira’s category expertise, a reasonable structural advantage on paper, but one that will only translate into meaningful market share if AJIO’s fashion shoppers actually convert into repeat beauty buyers at a rate that justifies running what is effectively a second, parallel beauty business alongside Tira.
None of this diminishes the genuine size of the opportunity Reliance Retail is chasing. India’s beauty and personal care market remains one of the more durable growth categories in Indian ecommerce, characterised by high brand loyalty, low return rates compared to fashion, and rising per capita spending as awareness around skincare and grooming continues to widen across both metro and smaller city consumers. Whether AJIO Beauty becomes a genuinely additive growth engine that expands Reliance Retail’s total addressable beauty customer base, or simply a second internal brand competing for the same wallet share Tira already targets, will depend less on the breadth of its 1,500 brand catalogue at launch, and considerably more on whether Reliance can demonstrate, over the coming quarters, that AJIO Beauty’s customers are meaningfully different from the ones already shopping on Tira.
