82°E, the self-care brand founded by Bollywood actor Deepika Padukone, has announced a strategic partnership with Reliance Retail’s cutting-edge beauty platform, TIRA. This partnership marks a substantial shift for 82°E, transitioning from its thriving direct-to-consumer model to a dynamic retail venture, encompassing both online and offline realms across the nation. By joining hands, 82°E remains steadfast in its dedication to embedding the ethos of self-care into the fabric of everyday life for the TIRA community, fostering simplicity, joy, and efficacy along the way.
Having championed Simplified Skincare (Cleanse – Hydrate – Protect) over the past year, while solidifying product efficacy and fostering a dedicated global community, 82°E is now poised for rapid expansion through its transformative partnership with TIRA. This collaboration sees 82°E broadening its horizons, offering its sought-after Skincare, Body Care, and Men’s range, featuring popular items like Ashwagandha Bounce, Lotus Splash, and Turmeric Shield, on the TIRA platform. Previously exclusive to the D2C realm, 82°E products will now reach even more consumers through TIRA, with select products making their offline debut in handpicked TIRA stores across key markets in North, West, and South India.
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The objective of this partnership is to make high-quality skincare products accessible to a broader audience, embracing Co-founder Deepika Padukone’s comprehensive wellness vision while utilizing Reliance Retail’s vast offline and online network as well as technological prowess.
In reference to the collaboration, Isha M Ambani, Executive Director of Reliance Retail Ventures Limited, expressed enthusiasm, stating, “We are thrilled to join forces with 82°E, a brand celebrated for its dedication to self-care and holistic well-being. This partnership advances TIRA’s mission of making attainable yet inspiring beauty accessible to all Indians, enabling us to offer our customers a selection of premium skincare products. Together, our goal is to enhance the self-care journey for consumers worldwide, introducing 82°E products to offline retail for the inaugural time.”
In regards to the collaboration, 82°E co-founder Deepika Padukone stated, “We’re excited to announce that 82°E is now available on TIRA, Online, and In-Stores.” Our common objectives of simplifying skincare and integrating self-care into daily life are what led to our collaboration. We are thrilled to provide our customers nationwide with the best of 82°E Skin care, 82°E Body Care, and 82°E Man in addition to 82°E’s Bestsellers & award-winning Formulations through TIRA’s Online and Offline platforms.
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TIRA, Reliance Retail’s omnichannel retail platform, provides tailored experiences for customers and boasts a carefully curated selection of premier global and local brands, positioning itself as the ultimate beauty destination. Meanwhile, 82°E endeavors to establish itself as a premier modern self-care brand, offering meticulously sourced products spanning skincare and body care, with a focus on trustworthiness and efficacy.
Consumers can conveniently acquire 82°E products through the Tira app, website, and at designated Tira outlets.