Reliance Retail acquires Priyanka Chopra Jonas’s Anomaly haircare brand

New Delhi: Reliance Retail has acquired global haircare brand Anomaly, founded by actor and entrepreneur Priyanka Chopra Jonas, in a deal that includes the brand’s trademarks, assets and digital properties. The acquisition adds Anomaly to Reliance Retail’s expanding beauty portfolio, strengthening its presence in the personal care segment. The company said the move supports its broader strategy of scaling consumer brands across offline and digital channels, including its beauty platform Tira. Founded in 2021, Anomaly positions itself as a clean, vegan and performance-led haircare brand available at an accessible price point. The brand has built distribution across several international markets since launch. Following the acquisition, Reliance Retail will hold full ownership of Anomaly’s intellectual property, enabling it to expand the brand through its retail network and e-commerce ecosystem. The company plans to focus on India as a priority market while also supporting growth in regions such as North America, the United Kingdom and the Middle East. Isha Ambani, Executive Director, Reliance Retail Ventures, said, “Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands. Anomaly’s strong global positioning, clean formulation philosophy, and accessible pricing make it a compelling addition to our ecosystem. We see immense potential in collaborating with Priyanka to scale the brand in India by leveraging our omnichannel capabilities and deep consumer insights while continuing to grow its international presence.” Priyanka Chopra Jonas will continue as Creative Director of Anomaly, overseeing product development and brand direction. She said, “This is a defining moment for Anomaly. What began as a deeply personal journey has grown into a brand with real purpose and global ambition, and Reliance Retail’s acquisition marks an exciting new chapter. Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world. I’m especially excited to be working alongside the inimitable Isha Ambani, whose leadership I value tremendously. In my new role as Creative Director, I remain deeply involved in guiding Anomaly’s evolution, ensuring we continue to grow and innovate while staying true to what we set out to build from the very beginning.” The company said the integration of Anomaly is part of its broader approach to building and scaling consumer brands within its beauty and personal care portfolio.