Reliance’s first e-commerce beauty platform ‘Tira’ launched: First store opened in Mumbai; Brands like Nykaa, Tata Cliq will get direct competition.

Reliance Retail Limited has launched its e-commerce beauty platform ‘Tira’. It has opened its first offline Tira store at Jio World Drive Mall, Bandra Kurla Complex in Mumbai. The store will also feature new beauty tech tools such as virtual try-ons for customized looks and a skin analyser. In addition, exclusive gifting stations have been set up to personalize shopping at Tira stores.

The company plans to open stores in 100 cities of India. The format of these stores can also be changed according to the location. The first Tira store opened at Jio World Drive is spread over 4,300 sq.ft. The store has been designed by Dalziel & Pau, a London-headquartered innovation studio. Reliance stores will also have trending Tira beauty advisors.

Makeup, skin care, hair care products will be available

Teera will offer products from makeup, skin care, hair care, bathing, fragrances, men’s beauty and luxury sections. Till now this platform was open to all the employees of Reliance, but now it has been opened to the general public as well. Tira Store will offer a host of technical interventions such as virtual try-ons and customized recommendations. The luxury product will be retailed under a special category called Tira Red.

Reliance is one of the biggest players in the beauty segment.

Reliance Retail is one of the major players in the beauty segment. It is already present in personal care, hair care. He is the biggest customer of Lakme. Now, they have come up with a one of a kind special channel for beauty. Reliance Retail has also invested in several fashion brands over the years, including Manish Malhotra and Ritu Kumar.

Reliance Retail last year bought a controlling stake in make-up and personal care brand Insight Cosmetics. Tiera will compete directly with multi-brand beauty retailers including Nykaa, SS Beauty, and Tata Cliq Palette.