Quick Take
- Reliance Retail launched AJIO Beauty on July 22, 2026, with over 1,500 Indian and global brands.
- The platform delivers to more than 19,000 pin codes and adds quick delivery through AJIO Rush.
- The move sharpens Reliance’s fight with Nykaa, blending AJIO’s fashion reach with Tira’s beauty expertise.
In This Article
The AJIO Beauty launch went live on July 22, 2026, as Reliance Retail extended its fashion platform AJIO into skincare, makeup, haircare, fragrances and personal care with over 1,500 brands.
The new platform pairs AJIO’s fashion-first shopping experience with the beauty expertise of Tira, Reliance Retail’s omnichannel beauty business. AJIO Beauty spans value, bridge-to-luxury, premium and luxury price bands, and delivers to more than 19,000 pin codes across India (AJIO Beauty store).
StartupFeed Insight
The real weapon here is not the brand count, it is distribution. Nykaa spent a decade building a beauty-first audience, while AJIO already sits on tens of millions of fashion shoppers who buy on impulse. By folding beauty into that existing cart, Reliance skips the hardest part of the funnel: customer acquisition. Watch Nykaa’s ad spend and Tira’s store expansion closely, because a price war is coming. StartupFeed expects AJIO Beauty to cross a meaningful share of Reliance’s online GMV within four quarters, by mid-2027, if AJIO Rush scales beauty delivery in metros. By Harshvardhan Jain.
AJIO Beauty Launch: Key Details
The AJIO Beauty launch adds a dedicated beauty destination inside the AJIO app rather than a standalone brand. The table below sets out the core facts confirmed by Reliance Retail’s announcement.
| Metric | Detail | Notes |
|---|---|---|
| Platform | AJIO Beauty | Beauty vertical inside AJIO |
| Parent | Reliance Retail | Subsidiary of Reliance Retail Ventures (RRVL) |
| Brands at launch | 1,500+ | Indian and global names (Reliance Retail) |
| Delivery reach | 19,000+ pin codes | Nationwide, plus AJIO Rush quick delivery |
| Categories | Skincare, makeup, haircare, fragrances, bath and body | Value to luxury price bands |
| Launch date | July 22, 2026 | Announced via company press release |
The standout number is 19,000 pin codes. That reach lets Reliance push premium beauty into tier-2 and tier-3 towns where organised beauty retail is still thin.
About AJIO Beauty
AJIO Beauty is the beauty and personal care arm of AJIO, Reliance Retail’s online fashion platform launched in 2016. Run from Bengaluru under Reliance Retail Ventures, it sells skincare, makeup, haircare and fragrances from over 1,500 brands. It draws on the category expertise of sister platform Tira and delivers across 19,000-plus pin codes, with faster fulfilment via AJIO Rush in eligible cities.
Why did Reliance launch AJIO Beauty now?
Reliance launched AJIO Beauty to capture the fast overlap between fashion and beauty shopping. The company said fashion and beauty are converging as consumers express personal style more holistically.
“With AJIO Beauty, we are extending AJIO’s fashion-first philosophy into the beauty space, creating a destination where customers can discover products that complement their individuality and lifestyle,” an AJIO spokesperson said in the launch statement.
The timing is strategic. Reliance Retail posted gross revenue of Rs 3.70 lakh crore for the year ended March 31, 2026, and is pushing hard on digital commerce. Beauty carries higher margins and stronger repeat rates than apparel, so bolting it onto AJIO’s traffic is a low-cost way to lift order value.
How does AJIO Beauty compare with Nykaa?
AJIO Beauty enters a market where Nykaa holds a clear lead, so scale and delivery become its main levers. The table below compares the key players on brand count and reach.
| Platform | Brands | Edge |
|---|---|---|
| AJIO Beauty | 1,500+ | Fashion audience, 19,000 pin codes |
| Nykaa | 4,000+ | Beauty-first brand, content and loyalty |
| Tira | Curated, AI tools | Premium focus, offline stores |
Nykaa reported more than 4,000 brands and a deep, content-led loyalty base, per BeautyMatter. What makes AJIO Beauty different is that it does not need to buy an audience, it inherits AJIO’s existing fashion shoppers.
What’s Next
Watch AJIO Rush next. If Reliance widens quick beauty delivery beyond a handful of metros over the next two to three quarters, it directly threatens Nykaa’s convenience edge and quick-commerce beauty rivals. Reliance is also likely to seed AJIO-exclusive beauty brands, mirroring its fashion playbook. Will a fashion giant’s traffic be enough to unseat a beauty specialist?
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