Isha Ambani led Reliance Retail has unveiled their latest offering – Tira Beauty. An omni-channel beauty retail platform, Tira caters to beauty enthusiasts in the country with a more personalized and seamless shopping experience. A dedicated app along with a website was launched. A flagship Tira store was unveiled at the Jio World Drive in Mumbai. Tira offers an assortment of some of more renowned international and homegrown brands.
Isha Ambani launches ’Tira’ today. It is an omni-channel beauty retail platform that will provide beauty enthusiasts in India with a personalised shopping experience.💅🏻🪞
To read more about the brand, click🔻https://t.co/NOgtZgO5Xq#Tira #RRVL #Beauty
— Moneycontrol (@moneycontrolcom) April 5, 2023
Isha Amabni, the Executive Director of Reliance Retail Ventures Limited (RRVL), stated that Tira aims to democratize beauty for all. The beauty retails seeks to become the leading player in the industry with both affordable and aspirational beauty products.
The company’s website Tira Beauty has 7 categories including Makeup, Skincare, Haircare, Fragrance, Bath & Body, Mom & Baby, Wellness, and a dedicated men’s segment. Per the website, the brand’s name is inspired by goddess Rati, a symbol of love, passion and beauty. Like Nykaa’s Luxe, Tira offers an all-access pass to luxury with Tira Red, which has curated global brands.
Ms. Isha Ambani, Executive Director, Reliance Retail Ventures Limited (holding company of Reliance Retail Limited) on the launch of Tira pic.twitter.com/A5aqb4xs9g
— Flame of Truth (@flameoftruth) April 5, 2023
The unveiling was flocked by a lot of beauty influencers including leading makeup artists who shared scoops from the physical stores as shared on Tira’s Instagram page. There are immersive screens and tablets to try makeup and other accessories at the store. It makes for a truly interactive shopping experience. The brand’s campaign ‘Every Angle Is Your Good Angle’ seeks to shatter a complex that’s rooted in misogynistic beauty standards.
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Nykaa, Myntra and others might wanna go back to the drawing board now. All hail the Ambani-Adani monopoly.
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