Reliance Retail Introduces South Korean Makeup Brand Hince in India under Tira

Reliance Retail on January 8, 2026, announced the entry of South Korean makeup brand Hince into the Indian market.  

The brand has been introduced through Reliance Retail’s beauty platform Tira and will be sold on an exclusive basis. This is Hince’s first retail launch in India. 

Distribution and Access 

Hince products will be available through Tira’s online platform and select physical stores. The range will also be accessible via AJIO, which is part of Reliance Retail’s digital retail ecosystem. The company has not shared timelines for store-level expansion or further channel additions. 

Brand Overview 

Hince is a South Korean cosmetics brand focused on minimalist makeup products. The brand uses the term “mood-narrative makeup” to describe its approach, which centres on lightweight textures and muted shades designed for daily wear. Its products are positioned around natural-looking finishes rather than high-coverage formulations. 

Products Launched in India 

The India launch includes a limited selection of products from Hince’s global portfolio. Key items include the Raw Glow Dewy Ball, a multi-use balm, and the Raw Glow Gel Tint, a lightweight colour product with a sheer finish. Reliance Retail said the initial assortment shows the brand’s core offerings rather than a full-scale rollout. 

Tira Retail Operations 

Tira operates as an omnichannel beauty platform with both online and offline formats. According to the company, it currently delivers to more than 98% of India’s pincodes. Its stores include digital tools such as virtual try-ons, skin analysis systems and fragrance discovery features.  

Tira’s flagship store at Jio World Plaza in Mumbai spans over 6,200 sq. ft. 

Reliance Retail Context 

At the company’s 48th annual general meeting held in August, Reliance Retail director Isha Ambani said the retailer is targeting over 20% compound annual growth in retail revenues over the next three years, based on its existing scale and operating model. 

Read More: Reliance Retail IPO: What to Expect as the Listing Timeline Takes Shape? 

Conclusion 

The launch of Hince adds another international cosmetics label to Tira’s platform, as Reliance Retail continues to build its beauty retail business across online and physical formats in India. 

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