Reliance Retail has further strengthened its beauty portfolio with the India debut of South Korean makeup brand Hince, launched exclusively through its omnichannel beauty platform, Tira. The move signals Reliance’s continued push to bring globally popular beauty labels to Indian consumers through a tightly integrated online and offline retail network.
Founded in South Korea, Hince has built a strong following for its clean, understated design language and products that focus on natural finishes and everyday wearability. The brand’s entry into India comes at a time when demand for Korean beauty products continues to rise, driven by younger consumers seeking minimalist aesthetics and skin-first makeup formulations. In India, Hince’s entire range will be available only via Tira’s digital platform and physical stores, as well as through AJIO, ensuring controlled distribution and a consistent brand experience.
Tira said the launch aligns with its strategy of curating exclusive international brands while offering consumers a seamless shopping journey across channels. Among Hince’s best-known products are the Raw Glow Dewy Ball, a multi-purpose balm designed for a luminous finish, and the Raw Glow Gel Tint, which has gained traction on social media for its lightweight texture and subtle colour payoff.
Launched by Reliance Retail, Tira has rapidly expanded its reach and now delivers to more than 98 percent of India’s pincodes, positioning itself among the country’s fastest-growing omnichannel beauty platforms. Its stores are designed as experience-led destinations, equipped with digital tools such as virtual try-on features, advanced skin analysis systems and a personalised Fragrance Finder to assist shoppers.
Tira also operates a flagship store at Jio World Plaza in Mumbai, spread across more than 6,200 square feet. The location houses a curated mix of global luxury beauty brands alongside exclusive services offered at the Tira Beauty Suite. With the addition of Hince, Reliance Retail continues to sharpen Tira’s appeal as a gateway for international beauty brands looking to tap into India’s evolving cosmetics market.
