AJIO Beauty goes live with 1,500-plus brands for Reliance

Reliance Retail on 22 July went live with AJIO Beauty, a dedicated beauty destination stitched into its fashion platform AJIO. The storefront opens with more than 1,500 Indian and global brands spanning skincare, makeup, haircare, fragrances, bath and body, personal care and accessories.

Assortment is spread across four price tiers, from value to bridge-to-luxury, premium and luxury, and ships to over 19,000 pin codes. In eligible cities, orders move through AJIO Rush, the group’s quick-delivery service, pulling beauty closer to a same-day cadence.

Reliance is framing AJIO Beauty as a discovery-led surface, leaning on curated routines, ingredient-led recommendations and personalised edits rather than a plain catalogue. The launch also knits together AJIO’s fashion-first traffic with the merchandising muscle of Tira, Reliance’s standalone beauty platform.

For operators, the read is that Reliance now runs three beauty fronts at once: Tira, beauty shelves inside Reliance Retail stores, and AJIO Beauty riding on existing fashion demand. That stacks direct pressure on Nykaa and on independent D2C beauty brands fighting for the same discovery window.

Brands weighing a listing should probe commission terms, visibility mechanics and whether AJIO Rush drags beauty into quick-commerce economics. The cross-sell from fashion to beauty is the real prize here, and early movers who master AJIO’s content-led format can bank outsized share of that new traffic.