- Isha Ambani-led retail giant acquires celebrity haircare brand to supercharge beauty ambitions
- Full control of trademarks and digital assets unlocks India-first and global growth strategy
- Clean, vegan, accessible—Anomaly strengthens new-age portfolio and premium mass appeal
- Omnichannel push via Tira and vast retail network to accelerate scale and reach
- Priyanka Chopra Jonas stays on as Creative Director to steer brand’s next innovation wave
NE BUSINESS BUREAU
MUMBAI, MAY 1, 2026
In a bold move that blends celebrity entrepreneurship with retail muscle, Reliance Retail Limited has acquired Anomaly, the globally recognised haircare brand founded by Priyanka Chopra Jonas.
The acquisition includes trademarks, brand assets, and digital properties, marking a significant leap in Reliance Retail’s fast-expanding beauty portfolio and its ambitions to scale high-growth consumer brands across India and international markets.
A Strategic Beauty Bet
Launched in 2021, Anomaly has carved a niche as a clean, vegan, high-performance haircare brand at accessible price points, with a growing presence across global markets.
With this acquisition, Reliance Retail gains full ownership of the brand’s intellectual property, enabling it to leverage its expansive retail footprint and digital ecosystem—including Tira—to accelerate growth.
Isha Ambani on the Big Bet
Isha Ambani, Executive Director, Reliance Retail Ventures Limited, 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.”
She added: “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.”
India Focus, Global Vision
Reliance Retail plans to prioritise India as a key growth market, with a focus on:
- Localised innovation tailored to Indian hair and scalp needs
- Strengthening product development pipelines
- Expanding accessibility through offline and digital channels
Simultaneously, Anomaly will continue its global expansion across North America, the UK, and the Middle East.
Priyanka Chopra Jonas on the Next Chapter
Continuing her journey with the brand as Creative Director, Priyanka Chopra Jonas 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.”
She further noted: “Their scale, retail expertise, and commitment to innovation will allow us to bring Anomaly to far more consumers in India and around the world.”
Praising her collaborator, she added: “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 Big Picture
This acquisition underscores Reliance Retail’s strategy to blend global brand equity with domestic scale, creating a powerful platform for next-generation beauty brands. With Anomaly, the company strengthens its position in the fast-growing beauty and personal care segment, while unlocking a new phase of innovation-led, omnichannel growth.
