Reliance Retail has entered the beauty space by launching Tira beauty, an online beauty portal. With this launch, it will take on other leading online beauty giants like Nykaa, Sephora, Myntra, SS Beauty by Shoppers Stop and the newbie, Tata Cliq Palette.

Tira will focus on skin, makeup, haircare, fragrances, men’s beauty section, luxury, and bathing. According to an executive, Tira’s luxury section will give tough competition to Nykaa Luxe with products supported by beauty insiders and formulated by experts. This platform is the ideal place for those looking for unique skincare product lines and popular makeup brands.

Reliance is planning to add a wide range of private, luxury as well as mass brands on Tira. It will also have an omnichannel retail strategy with both online and offline stores. In fact, it is planning to launch its offline store under the Tira brand soon. Nykaa and Tata Cliq also have plans to expand their physical stores as the demand for offline shopping is on the rise again.