Reliance Retail Limited has acquired Anomaly, the global haircare brand founded by Priyanka Chopra, as part of its strategy to expand its fast-growing beauty and personal care portfolio.
The acquisition includes Anomaly’s trademarks, brand assets and digital properties, giving Reliance Retail full ownership of the brand’s intellectual property. Launched in 2021, Anomaly is positioned as a clean, vegan and high-performance haircare brand offered at an accessible price point, with an established presence across international markets.
With this move, Reliance Retail aims to scale the brand further using its extensive retail network and omnichannel platforms, including Tira. The focus will be on strengthening Anomaly’s presence in India while continuing to grow its footprint in global markets such as North America, the UK and the Middle East.
Isha Ambani said the acquisition aligns with the company’s vision of building a strong portfolio of new-age, high-growth beauty brands, highlighting Anomaly’s global positioning, clean formulation approach and mass appeal.
Priyanka Chopra will continue to be closely involved with the brand as Creative Director, leading innovation, product development and overall brand vision. She described the acquisition as a significant milestone for Anomaly, enabling it to reach a wider audience while staying true to its core philosophy.
Reliance Retail plans to drive further innovation tailored to Indian consumers, particularly focusing on local hair and scalp needs, while leveraging its scale and market expertise to accelerate Anomaly’s growth across both domestic and international markets.