India's beauty and personal care market is becoming increasingly competitive, with retailers racing to capture a larger share of consumer spending. Reliance Retail has now strengthened its presence in the segment by launching AJIO Beauty, a dedicated beauty platform that expands its fashion and lifestyle ecosystem while complementing its existing omnichannel beauty business, Tira.
The launch positions Reliance Retail to compete more aggressively in the online beauty space by combining AJIO's digital reach with a broad portfolio of beauty products across multiple price segments.
AJIO Beauty will offer products spanning skincare, makeup, haircare, fragrances, bath and body, personal care, and beauty accessories. The platform will feature more than 1,500 Indian and international brands, catering to customers across value, bridge-to-luxury, premium, and luxury categories.
Reliance Retail said the platform will deliver to over 19,000 pin codes across India. In select cities, customers will also be able to access a curated range of products through AJIO Rush, the company's quick-delivery service.
According to the company, AJIO Beauty will focus on personalised shopping experiences through curated beauty routines, ingredient-led recommendations, trend discovery, and tailored product suggestions.
The launch builds on Reliance Retail's broader strategy to expand its footprint in the beauty and personal care market. The company already operates Tira, its omnichannel beauty platform, and is now leveraging AJIO's fashion-focused customer base to deepen engagement in the category.
An AJIO spokesperson said the platform extends the brand's fashion-first philosophy into beauty, creating a destination where consumers can discover products that complement their style and lifestyle.
AJIO Beauty enters a market where established players, including Nykaa, have already built a significant presence, intensifying competition in India's fast-growing online beauty segment.
With the launch of AJIO Beauty, Reliance Retail is further diversifying its digital commerce portfolio while strengthening its position in the beauty and personal care industry. Backed by an extensive brand portfolio, nationwide reach, quick-commerce capabilities, and personalised shopping features, the new platform is expected to play a key role in Reliance's long-term omnichannel retail strategy.
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Published on: Jul 23, 2026, 1:01 PM IST
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