By Amrit Kaur

India’s beauty market is becoming more competitive by the day. Mukesh Ambani’s retail giant Reliance Retail is introducing an omni-channel beauty platform, with the aim of expanding its private-label brands as well as a range of mass, premium, and luxury labels. After dominating the country’s retail market in the apparel category, Reliance Retail intends to challenge Nykaa, Sephora, and Myntra in the beauty industry by launching its new cosmetics brand Tira at Jio World Drive Mall in Mumbai.

Tira is the perfect place for the diva in you and the one-stop shop for all your beauty requirements. Reliance Retail’s debut beauty store has increased the competition in the $19 billion Indian beauty and personal care market. The platform, which also has sections for men’s beauty, bathing, and fragrances, has a specific luxury branch that directly competes with Nykaa Luxe.

Whether you’re seeking advanced skincare treatments or luxury cosmetics, Tira has got you covered. With its carefully curated selection of the greatest international and domestic brand, the platform is the go-to place for all your beauty needs. The best part is its easy-to-use UI. It features a clean and uncluttered layout with videos, blogs, tutorials, fashion-forward advice, user-submitted recommendations, and a virtual try-on tool with the largest selection of color cosmetics for customers to try on from the comfort of their homes.

Tira stores will also have designated gifting sections where customers can personalise their purchases. According to the brand, Tira will also be the first specialist beauty boutique in India to introduce the fragrance finder, a unique tool that allows customers to find perfumes that are most similar to their preferences. The one-of-a-kind store experience will include the newest beauty technology tools, like a skin analyzer and a virtual try-on tool to create looks that are tailored to the demands of the customer.