The move brings AJIO and Reliance’s existing beauty platform Tira closer together as the company looks to build an integrated fashion, beauty and lifestyle ecosystem. The strategy allows Reliance to combine AJIO’s large digital audience with Tira’s expertise in beauty retail, while serving consumers through multiple online touchpoints.
While Tira remains its specialist beauty platform, AJIO attracts a significantly larger fashion-led audience. Integrating beauty into AJIO could improve cross-selling opportunities, expose beauty brands to a wider customer base and help Reliance compete more aggressively in India’s online beauty market and against rivals Myntra Beauty and Nykaa.
AJIO Beauty will offer products across mass-market, bridge-to-luxury, premium and luxury segments, covering skincare, makeup, haircare, fragrances, bath and body products, personal care and beauty accessories. The platform will stock more than 1,500 Indian and international brands and deliver across more than 19,000 pin codes nationwide, the company said in a statement.
An AJIO spokesperson said fashion and beauty are increasingly converging as consumers seek to express their personal style more holistically.
“With AJIO Beauty, we are extending AJIO’s fashion-first philosophy into the beauty space, creating a destination where customers can discover products that complement their individuality and lifestyle,” the spokesperson said. The company added that the platform draws on Reliance Retail’s beauty expertise and AJIO’s digital reach to offer a curated shopping experience featuring Indian and international brands.
Customers in eligible cities will also be able to order products through AJIO Rush, the company’s quick-delivery service, allowing faster access to beauty products.India’s beauty and personal care market has become one of the country’s fastest-growing consumer segments, supported by rising disposable incomes, premiumisation and increasing online shopping. Digital-first beauty retailers such as Nykaa have helped reshape consumer buying habits, while Reliance’s Tira has rapidly expanded its omnichannel presence by combining physical stores with online sales. The addition of AJIO Beauty gives Reliance another route to tap this growing market, where consumers are increasingly discovering and purchasing beauty products through digital platforms.
Alongside its portfolio of Indian and global brands, Ajio Beauty will feature curated beauty routines, ingredient-led recommendations, personalised edits and trend-focused collections in an effort to make the shopping experience more engaging.