Reliance Retail launches AJIO Beauty, extending its fashion platform into beauty
Reliance Retail has launched AJIO Beauty, broadening the AJIO ecosystem beyond fashion and strengthening the group’s presence in India’s fast-growing beauty retail market.
What happened
Reliance Retail has expanded its beauty portfolio by launching AJIO Beauty, extending the AJIO fashion platform into the beauty retail category.
Why this matters
AJIO Beauty creates a new strategic channel for brand partnerships, exclusive launches and potential acquisitions that deepen Reliance’s beauty ecosystem.
What to watch
- Announcement of brand exclusives, especially premium, Korean beauty, dermatological or Indian indie labels.
- Whether AJIO Beauty is linked to Tira inventory, Reliance stores, JioMart logistics or a shared loyalty program.
- Beauty assortment depth, delivery speed, return policies and availability across tier-2 and tier-3 cities.
- Evidence of cross-category promotions during AJIO sale events and changes in average basket size or repeat buying.
- Competitive reactions from Nykaa, Myntra, Tira and quick-commerce operators, including price matching and exclusive launches.
- Add premium and indie beauty brands through marketplace partnerships and online exclusives.
- Launch fashion-beauty bundles, occasion edits and personalized recommendations using AJIO customer data.
- Connect online orders to Reliance Retail's physical network for click-and-collect, assisted discovery and returns.
- Use bank offers, loyalty rewards and sale events to seed trial and acquire beauty customers at scale.
- Expand into high-repeat categories such as skin care, hair care, fragrance and beauty tools after establishing color-cosmetics discovery.