Reliance Retail acquired Priyanka Chopra Jonas' haircare brand Anomaly, marking a major distribution shift for the clean beauty label. Chopra Jonas remains creative director, maintaining creative control over formulations and brand direction.
Anomaly built its reputation on clean haircare without sulfates, parabens, or silicones. The acquisition grants the brand access to Reliance's retail network across India, expanding reach beyond direct-to-consumer channels. This move positions Anomaly for growth in a market where clean beauty commands premium positioning.
Chopra Jonas launched Anomaly in 2021 after identifying gaps in clean haircare. The brand's formulations emphasize ingredient transparency, using botanical extracts and sustainable sourcing. Retail placement through Reliance signals investor confidence in the clean haircare category and Chopra Jonas' ability to scale a beauty business.
The deal reflects broader trends in celebrity-founder beauty brands seeking retail expansion. Keeping Chopra Jonas as creative director ensures the brand maintains its core identity while gaining distribution muscle. Reliance's backing provides supply chain infrastructure and retail real estate that independent brands struggle to access.