Tira’s newest launch is a line of beauty tools including makeup brushes, sponges, and rollers called Tira Beauty.
The Pro Artistry kits by Tira Beauty are designed for makeup artists and aficionados. Tira Beauty is intended to be a one stop shop for beauty professionals looking for quality goods. The homegrown brand establishes itself as a forerunner in the field by establishing itself in a market gap – while beauty product launches are common in the Indian e-commerce space, beauty tool releases are few and far between. While intended primarily for artists and professionals, Tira Tools prides itself on its versatility, being able to cater to diverse audiences with diverse needs. This means that their products are suitable for both professional and non-professionals.
Tira’s commitment to diversity also manifests in their product quality. All Tira Tools products are vegan, cruelty free, and endorsed by beauty professionals. They are also suitable for all skin types, including sensitive skin. Tira assures that all Tira tools are comfortable and effective for daily use, a testament to their versatility and emphasis on quality. Some unique tools included in the Tira Beauty launch include gua sha tools and rollers, which have gained popularity recently on social media for tightening skin and shaping the face. Tira’s gua sha tools and rollers are made of real jade and rose quartz, boosting the benefits of the tool.
Tira Beauty and the Tira brand are owned by Reliance Retail and led by Isha Ambani, daughter of founder Mukesh Ambani. Tira launched in April 2023, intended to be competition to other online beauty and wellness e-commerce platforms such as Nykaa, Myntra, and Tata Cliq Palette. Alongside expanding their line of offline stories in major cities, Tira has also launched collaborations with major brands such as Deepika Padukone’s 87°E, providing these premium products to their vast audience
