Reliance Retail has acquired haircare brand Anomaly from actor and entrepreneur Priyanka Chopra Jonas, including its trademarks, brand assets and digital properties.
The companies have not yet disclosed the financial terms of the transaction.
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The deal gives Reliance Retail full ownership of Anomaly’s intellectual property and digital ecosystem and adds the brand to the company’s beauty portfolio.
Established in 2021, Anomaly is described as a “clean, vegan, high-performance” haircare brand at an “accessible” price point, with distribution in key international markets.
The Bollywood actress will continue to be involved with Anomaly as creative director, overseeing innovation, brand vision and product development.
Chopra 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.
“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.”
Reliance Retail said it plans to grow the brand through its offline retail network and omnichannel platforms, including beauty platform Tira.
As part of Reliance Retail’s global growth strategy for the acquisition, the brand’s presence in North America, the UK and the Middle East is also due to be expanded.
The acquisition is part of the company’s wider strategy to expand its position in the beauty and personal care segment by combining Anomaly’s international equity with the company’s domestic retail scale and omnichannel capabilities.
Reliance Retail executive director Isha Ambani 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.”
