Reliance Retail Limited has acquired Priyanka Chopra Jonas’ global haircare brand Anomaly, including its trademarks, brand assets, and digital properties, to expand its fast-growing beauty portfolio, the business announced on Thursday.
“Bringing Anomaly into our portfolio marks a strategic step in expanding our basket of new-age, high-growth beauty brands,” said Reliance Retail Ventures Limited’s executive director Isha Ambani in a press release. “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 omni-channel capabilities and deep consumer insights, while continuing to grow its international presence.”
As part of the acquisition deal, Chopra Jonas will continue with Anomaly as creative director. Reliance Retail plans to scale Anomaly through its expansive retail network and omni-channel platforms, including its own multi-brand beauty platform Tira.
Taking India as a priority market for growth, Anomaly will focus on its tailored solutions for Indian hair and scalp needs and develop localised product solutions. The brand will also continue to expand its presence in markets including North America, the UK, and the Middle East.
“This is a defining moment for Anomaly,” said Priyanka Chopra Jonas. “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.”
Actor and entrepreneur Priyanka Chopra Jonas launched Anomaly in 2021 as a clean, vegan haircare brand, priced accessibly and distributed globally. The brand’s products include shampoos, conditioners, and dry shampoos.