Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Inside the Indian Beauty Retail Wars

The battle for exclusive international beauty launches is intensifying as Nykaa, Tira and more set their eyes on expansion.
Reliance Retail's Tira store in India.
The Indian super premium beauty and personal care market was worth $287 million in 2023 and is expected to reach 40 million by 2025. (Courtesy)

In March, Rihanna came out of her almost decade-long stage hiatus for a live performance at one of India’s most prolific celebrations – the wedding of Anant Ambani to Radhika Merchant in Jamnagar, India. (Anant is the son of Reliance Industries’ owner Mukesh Ambani and one of the heir apparents to the multi-industry conglomerate, alongside his siblings Akash and Isha.) But just as Rihanna left the country days later, Nykaa Beauty, one of India’s leading online beauty retailers, announced the celebrity’s exclusive brand debut in the country. The news came as a surprise to many in the beauty world since Reliance incubated competitor Tira Beauty, run by Isha Ambani, just a year ago. Moreover, insiders know Fenty as a Sephora brand and

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

How Homegrown Indian Beauty Brands Are Plotting Their Next Launch

The global industry is turning its attention towards India with a slew of international brands bringing their best selling products to the subcontinent. But local lines are leveraging their close proximity to the customer to produce products that have a perfect market fit for regional shoppers and the diaspora alike.

How India’s Nykaa Aims to Beat Sephora

The Indian beauty unicorn is preparing for an IPO that could see it reach a valuation of $3 billion thanks to persuasive digital marketing and a hyper-local merchandise mix.

About the author
Akanksha Kamath

Akanksha Kamath is a contributing writer at The Business of Fashion. Based in London, England, she is a writer and creative consultant with a focus on fashion, culture and arts.

In This Article

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.


Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON