Recode Studios buys up to 51% of luxury cosmetics brand Aflairza Professionals

Recode Studios is acquiring a controlling stake in Aflairza Professionals in two phases, opening with 33% for Rs 8.32 crore. The deal targets stronger manufacturing, a wider 350+ SKU portfolio, and deeper omnichannel reach in India's premium beauty and personal care segment.

— Source publishedWed, 15 Jul, 2026, 15:47 IST·First seen Wed, 15 Jul, 2026, 15:53 IST·Source Entrackr · Newsletter

What happened

Beauty brand Recode Studios is acquiring up to 51% of luxury cosmetics brand Aflairza Professionals in two phases, starting with 33% for Rs 8.32 crore, to

Key facts

  • 51% stake
  • 33% phase I
  • Rs 8.32 Crore
  • 350+ SKUs

Why this matters

The two-phase structure de-risks the buyout by validating synergies before committing to 51% control, offering a template for measured beauty-sector consolidation.

What to watch

  • Timing and pricing of the second tranche to reach 51%
  • Quarterly BPC segment revenue and gross-margin trajectory post-deal
  • New channel listings or celebrity/influencer marketing tie-ups
  • Competitor moves in premium beauty (Nykaa, Honasa, Reliance) signaling roll-up race
  • Recode locks manufacturing consolidation and SKU rationalization across combined portfolio
  • Push Aflairza into modern-trade and e-commerce channels (Nykaa, Amazon, quick-commerce)
  • Retain and incentivize Aflairza founders/key staff through the tranche period
  • Announce revenue/EBITDA targets to justify the second-tranche valuation

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