Tira (brand)

Tira
TypeSubsidiary
Industry
FoundedApril 5, 2023 (2023-04-05)
Headquarters
Mumbai, India
Area served
India
Key peopleIsha Ambani (Executive director)
ProductsMakeup, Skincare, Haircare, Fragrances
Number of employees
200+ (2023)
ParentReliance Retail (Reliance Industries)
WebsiteOfficial website

Tira is an Indian beauty and personal care retail brand owned by Reliance Retail. Headquartered in Mumbai, the brand was established in April 2023 and operates through physical stores and an e-commerce website.[1]

History

In April 2023, Reliance Retail launched Tira with an online platform and a physical store at Jio World Drive in Mumbai.[2] The brand is managed by Reliance Retail under the leadership of Isha Ambani.[3]

In 2024, the platform began retailing brands including 82°E, co-founded by Deepika Padukone, and SKIN1004.[4][5] In October 2024, the skincare brand 9Skin, co-founded by Nayanthara, was added to its digital and physical channels.[6] In 2025, Tira added the South Korean brand TIRTIR and launched its first private-label line of colour cosmetics.[7][8] As of 2026, the company's portfolio includes international brands such as NARS Cosmetics, Fenty Beauty, and Milktouch.[9][10]

Operations

Tira's product categories include makeup, skincare, haircare, and fragrances.[1] The company maintains retail locations in Indian cities including Mumbai, New Delhi, Bangalore, Pune, Hyderabad, and Chennai.[11][12]

Partnerships and acquisitions

In 2023, the company partnered with Amorepacific Corporation for the distribution of its brands in India.[13] In November 2023, Reliance Retail acquired the Indian operations of Sephora from Arvind Fashions for approximately ₹99 crore, assuming control of 26 stores.[14] Reliance also acquired the Indian rights for the Italian brand Kiko Milano from DLF Brands.[15]

In January 2026, the company partnered with South Korean cosmetics brand Hince to introduce the brand in the Indian market.[16]

In February 2026, Tira introduced South Korean dermo-cosmetic brand Medicube in India through its retail and online platforms.[17]

In May 2026, Tira introduced UK-based brand FACEGYM in India through a shop-in-shop outlet at its Kemp’s Corner store in Mumbai. The launch followed a minority investment in FACEGYM by Reliance Retail Ventures in 2025.[18]

Brand ambassadors

The company has appointed actors Kareena Kapoor, Kiara Advani, and Suhana Khan as brand ambassadors.[19] In 2026, the company added Ahaan Panday as an ambassador for its men’s grooming and skincare category.[20]

Sponsorships

In 2025, TIRA partnered with Vogue India for the Vogue Beauty & Wellness Honours 2025, an awards programme recognizing achievements in the beauty and wellness sector.[21] The same year, TIRA was the title sponsor of the Grazia Fashion Awards 2025, a fashion awards event organized by Grazia India in Mumbai.[22]

Awards and recognition

  • 2025: VM&RD Retail Design Awards[23]

References

  1. 1 2 Taparia, Vidhi (2025-04-23). "Tira steps beyond beauty: Reliance's omnichannel giant launches sleek lifestyle essentials". Fortune India. Retrieved 2026-04-30.
  2. ↑ Livemint (2023-04-05). "Reliance Retail launches Tira beauty store and online platform | Company Business News". mint. Retrieved 2026-04-30.
  3. ↑ Sarvaiya, Nupur (2024-11-13). "Exclusive: Tira Beauty's new flagship unveils an in-store spa, café, and more". Vogue India. Retrieved 2026-04-30.
  4. ↑ Crossley, Isabelle (2024-03-20). "Tira launches Korean brand Skin1004 in India". FashionNetwork.com. Retrieved 2026-04-30.
  5. ↑ "Deepika Padukone's 82°E partners Reliance Retail's TIRA". BusinessLine. Retrieved 2026-04-30.
  6. ↑ "9Skin, co-founded by Nayanthara, ties up with Reliance Retail's Tira". The Hindu. 2024-10-27. ISSN 0971-751X. Retrieved 2026-04-30.
  7. ↑ Susan Pinto, Viveat (2025-11-07). "Tira enters the beauty ring with make-up". The Financial Express. Retrieved 2026-04-30.
  8. ↑ "Korean beauty brand TIRTIR debuts offline in India with Reliance Retail's Tira". The Economic Times. 2025-01-09. ISSN 0013-0389. Retrieved 2026-04-30.
  9. ↑ Majumdar, Debanjana (2026-01-08). "Tira brings K-Beauty brand Hince to India, expands global beauty portfolio". Fortune India. Retrieved 2026-04-30.
  10. ↑ Majumdar, Debanjana (2025-08-05). "Rihanna's Fenty Beauty to make India debut this weekend via Sephora and Tira stores". Fortune India. Retrieved 2026-04-30.
  11. ↑ Gupta, Vaishnavi (2026-04-28). "Taneira by Titan launches its flagship store in Mumbai". Indian Retailer. Retrieved 2026-04-30.
  12. ↑ Taparia, Vidhi (2025-04-23). "Tira steps beyond beauty: Reliance's omnichannel giant launches sleek lifestyle essentials". Fortune India. Retrieved 2026-04-30.
  13. ↑ Sen, Sesa (September 19, 2023). "Korean Cosmetics Giant Amorepacific Partners With Reliance's Tira For Expansion". NDTV Profit.
  14. ↑ Haidar, Faizan (2023-11-03). "Reliance Retail acquires beauty business of Arvind Fashions, to run Sephora". The Economic Times. ISSN 0013-0389. Retrieved 2026-04-30.
  15. ↑ "Mukesh and Isha Ambani Strengthen Reliance Retail's Beauty Market Presence with Kiko Milano Acquisition". Entrepreneur India. 2024-08-14. Retrieved 2026-04-30.
  16. ↑ "Reliance Retail makes way for K-Beauty's makeup brand Hince in India under Tira". The Economic Times. 2026-01-08. ISSN 0013-0389. Retrieved 2026-06-26.
  17. ↑ Majumdar, Debanjana (2026-06-26). "Level SuperMind rebrands as Swa:aha, broadens play in India's digital wellness market". Fortune India. Retrieved 2026-06-26.
  18. ↑ Majumdar, Debanjana (2026-05-25). "Reliance Retail's Tira brings UK facial fitness brand FACEGYM to India amid premium beauty boom". Fortune India. Retrieved 2026-06-26.
  19. ↑ Bhushan, Ratna (2023-06-13). "Reliance Tira set to sign Suhana Khan, Kiara Advani & Kareena Kapoor Khan as first brand ambassadors ahead of national marketing blitz, ropes in half a dozen influencers". The Economic Times. ISSN 0013-0389. Retrieved 2026-04-30.
  20. ↑ Tiwari, Shailja (2026-02-25). "Tira's Male Ambassador Signals a Broader Push to Reframe Beauty Retail Beyond Gender". Open Magazine. Retrieved 2026-04-30.
  21. ↑ Staff, Vogue (2025-05-27). "Shilpa Shetty, Aditi Rao Hydari and a 24-foot beauty grazing table: Highlights from VBWH 2025". Vogue India. Retrieved 2026-06-15.
  22. ↑ "Tira Grazia Fashion Awards 2025 | Grazia India". www.grazia.co.in. Retrieved 2026-07-27.
  23. ↑ "Winners 2025". instoreasia.in. Archived from the original on 2025-08-15. Retrieved 2026-07-27.
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