Nars Cosmetics Partners with Reliance Retail's Tira to Expand Indian Reach

Global beauty powerhouse Nars Cosmetics has officially announced a strategic partnership with Tira, the omni-channel beauty platform from Reliance Retail. This collaboration aims to significantly enhance Nars' accessibility across India while rolling out immersive brand experiences for consumers, both through online channels and in physical retail spaces.

Sanjay Sharma, India country head for Shiseido Group, underscored the importance of this milestone for Nars in the Indian market. He stated that Tira’s robust omni-channel capabilities and its innovative, forward-thinking approach perfectly align with Nars’ mission to introduce its unique artistry to Indian consumers. Sharma added that Tira's distinctive retail environment will allow Nars to engage consumer interest in novel and captivating ways, opening new avenues for beauty enthusiasts to explore and connect with the brand, whether through its digital platforms or in-store. This partnership, he emphasized, extends beyond mere retail, focusing on cultivating a more profound and meaningful relationship with India's dynamic beauty community.

The initial phase of this strategic alliance has seen Nars products made available on Tira’s e-commerce platform and dedicated shopping app. Concurrently, Nars has launched its offerings in four key brick-and-mortar Tira stores located across prominent shopping destinations: Jio World Drive in Mumbai, Viviana Mall in Thane, Mall of India in Noida, and Ambience Mall in Vasant Kunj. As part of this exclusive launch, Nars has also debuted its acclaimed Light Reflecting™ Luminizing Powder in India, available solely through Tira.

A spokesperson for Tira expressed enthusiasm for the partnership, highlighting the platform’s vision to build a curated beauty destination that brings the world's most sought-after beauty experiences closer to Indian consumers. Welcoming Nars to Tira, the spokesperson conveyed a belief that this collaboration will empower beauty lovers nationwide to discover innovative ways of expressing their individuality and personal style.

Nars Cosmetics, founded in 1994 by renowned makeup artist and photographer François Nars, has long been celebrated for its innovative and iconic beauty products. The brand is globally recognized for its hero products, which include the cult-favorite Orgasm Blush, the high-performance Natural Radiant Longwear Foundation, and the versatile Radiant Creamy Concealer, all of which contribute to its distinctive artistry.

Biju Kassim, CEO of Global SS Beauty Brands, further elaborated on the broader implications of this collaboration, emphasizing the company's commitment to bringing diverse beauty experiences to life and making them readily accessible to consumers throughout India. He expressed delight in introducing the iconic and bold world of Nars to Indian consumers via Tira's dynamic and new-age platform, reinforcing the commitment to delivering the most coveted global beauty experiences to India's evolving consumer base.