Tira, a brand under Reliance Retail, announced its entry into the beauty accessories space on Thursday with the launch of its in-house brand ‘Tira Tools’.
The company emphasized in a statement that this new venture marks the launch of its first in-house brand.
“We’re excited to unveil Tira Tools! Whether you’re a beginner or an expert, these essentials have got you covered—you can sculpt your face, create a stunning contour, and master the perfect cut crease,” stated the company in an Instagram post.
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Tira Tools will offer a variety of beauty accessories such as brushes, face rollers, beauty sponges, and a diverse array of other products within the category. The company highlighted that the new brand will serve both beauty enthusiasts and professional makeup artists.
Tira intends to retail the “cruelty-free and vegan” accessories brand through both online channels and its physical stores.
The beauty ecommerce platform introduced its first proprietary brand almost a year after Tira went live in April last year. Since then, the Indian beauty ecommerce space has seen cutthroat competition as incumbents and new entrants both vie for a bigger pie of beauty shoppers.
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Fueled by the rising purchasing power of Indian consumers and the continuous growth of ecommerce, the beauty and personal care industry in India has experienced significant growth in recent years. This surge has propelled established players like Nykaa, as well as startups such as SUGAR and Purplle, into prominence.
At the same time, conglomerates such as Tata and Reliance have their own brands vying for market share in the beauty and personal care sector.
According to a report, the Indian beauty and personal care (BPC) industry achieved a market size of $26.3 billion in 2022 and is expected to surge to $38 billion by 2028.
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