Reliance-Owned Tira Forays Into Beauty Accessories Space With Launch Of ‘Tira Tools’

Reliance Retail-owned Tira on Thursday (April 11) announced its foray into the beauty accessories space with the launch of its in-house brand ‘Tira Tools’. 

The company, in a statement, said that the new venture marks the launch of its first in-house brand.

“We’re so thrilled to announce that Tira Tools is here! Whether you’re a novice or a pro, these essentials have you sorted—you’ll be able to sculpt your face, craft a killer contour and build a perfect cut crease,” the company said in a post on Instagram.

Tira Tools will sell a range of beauty accessories, including brushes, face rollers, beauty sponges and a host of other products in the segment. The company said that the new brand will cater to both beauty enthusiasts as well as professional makeup artists.

Tira plans to sell the “cruelty-free and vegan” accessories brand both online as well as at its stores. 

The beauty ecommerce platform launched its first proprietary brand nearly a year after Tira went live in April last year. Since then, the Indian beauty ecommerce space has seen cut throat competition as incumbents and new entrants both vie for a bigger pie of beauty shoppers. 

Led by an increase in the purchasing power of Indian consumers and the ever-increasing ecommerce adoption, the beauty and personal care space in India has seen a boom in the past few years. The surge also minted listed juggernaut Nykaa as well as startups such as SUGAR and Purplle. 

Meanwhile, conglomerates, including Tata and Reliance, also have brands competing in the space.

As per a report, the Indian beauty and personal care (BPC) space reached a market size of $26.3 Bn in 2022 and is projected to soar to $38 Bn by 2028.