Reliance Retail’s beauty platform, Tira, has taken a major step into the makeup category with the launch of its first colour cosmetic — the Tira Lip Plumping Peptint. This marks the brand’s entry beyond skincare and fragrances into a fast-growing segment of India’s beauty market, dominated by both global and homegrown players.
The Peptint is a vegan and cruelty-free product available in nine shades, catering to a wide range of Indian skin tones. It combines colour and care, offering the dual benefit of a tint and a lip-plumping effect. With this launch, Tira aims to make beauty routines simpler, more inclusive, and experiential for modern Indian consumers who are increasingly drawn to multi-purpose products.
Reliance’s entry into the makeup space through Tira is seen as part of its larger strategy to establish a strong foothold in India’s booming beauty and personal care market, which is projected to touch $30 billion by 2027, according to industry estimates. The move also positions Tira to compete with major brands like Nykaa, Sephora, and Sugar Cosmetics.
Tira, which debuted in 2023 as a beauty e-commerce and retail platform, has been expanding its offline presence through exclusive stores in major metros. The introduction of its own makeup line reflects the brand’s ambition to build a 360-degree beauty ecosystem — from retailing international labels to creating homegrown innovations.
With the launch of the Peptint, Tira is signalling its intent to become a serious player in the colour cosmetics space, appealing to India’s fast-evolving, young, and conscious beauty consumers.
