Reliance Retail launches AJIO Beauty with 1,500+ brands and 19,000-pin-code reach

Reliance Retail has launched AJIO Beauty, combining AJIO’s fashion-led digital audience with Tira’s beauty expertise. The platform carries more than 1,500 Indian and international brands and offers AJIO Rush rapid delivery in select cities.

— Source publishedWed, 22 Jul, 2026, 15:58 IST·First seen Wed, 22 Jul, 2026, 16:02 IST·Source IMAGES Business of Fashion

What happened

Reliance Retail launched AJIO Beauty, integrating AJIO’s fashion reach with Tira’s beauty expertise. The platform offers over 1,500 Indian and international

Key facts

  • More than 1,500 brands
  • Over 19,000 pin codes

Why this matters

The move makes Reliance a more formidable beauty-platform consolidator, increasing the strategic appeal of niche brands, exclusive distribution partnerships and beauty-enablement assets that can deepen assortment and retention.

What to watch

  • Whether AJIO Beauty receives meaningful home-page placement and cross-sell integration inside the main AJIO app.
  • Exclusive brand announcements, especially prestige beauty, Korean beauty, dermocosmetics and global makeup brands.
  • Expansion of AJIO Rush delivery coverage, promised delivery times and beauty-specific inventory availability.
  • Evidence of unified loyalty, shared carts, common returns or customer-data integration between AJIO and Tira.
  • Discount intensity and free-sampling offers versus Nykaa, Myntra, Purplle, Blinkit, Zepto and Swiggy Instamart.
  • Beauty share of AJIO gross merchandise value, repeat rates, average order values and active-customer overlap with Tira.
  • Brand complaints or policy changes around marketplace commissions, discount funding, counterfeiting controls and returns.
  • Integrate AJIO Beauty into AJIO's core app navigation, search, fashion-edit content and cart recommendations rather than maintaining a separate destination.
  • Use Tira's brand relationships to secure AJIO-exclusive kits, early launches, minis and fashion-beauty collaborations.
  • Expand AJIO Rush beauty assortment in major metros, prioritizing replenishment categories such as skincare, makeup essentials, haircare, fragrances and personal care.
  • Link AJIO, Tira and Reliance loyalty benefits to encourage cross-platform purchasing and improve first-party customer data.
  • Add creator storefronts, shade-matching tools, regimen builders, reviews and live commerce to offset the consultation advantage of specialist beauty retailers.
  • Push private labels and India-focused emerging brands where Reliance can improve margins and assortment differentiation.

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