Reliance Retail has acquired Anomaly, the clean haircare brand co-founded by Priyanka Chopra Jonas. Chopra Jonas remains creative director of the line, which specializes in formulations free from sulfates, parabens, and silicones.
The acquisition marks a significant expansion for Reliance Retail's beauty portfolio in the premium haircare segment. Anomaly's clean positioning aligns with growing consumer demand for transparent ingredient lists and sustainable beauty products. The brand gained traction among consumers seeking effective haircare without harsh chemicals.
Chopra Jonas' continued involvement as creative director ensures the brand maintains its original vision and aesthetic. Her celebrity status and involvement in product development have been central to Anomaly's appeal since its launch. The partnership with Reliance Retail provides distribution infrastructure and retail access across India and potentially beyond.
Financial terms of the acquisition remain undisclosed. This move reflects Reliance Retail's strategy of acquiring established beauty brands with strong brand ambassadors and loyal customer bases rather than building from scratch. For Anomaly, the backing of Reliance's retail network and resources enables rapid scaling without compromising the brand's clean-beauty positioning.