Reliance Retail’s multi-brand beauty retail business Tira has launched its first brick-and-mortar store in Chennai. Located in the city’s Phoenix Palladium Mall at Nagendra Nagar, the new store retails a range of cosmetics, skincare, and perfume.

The new store houses a wide selection of branded beauty goods with segments for each featured brand. The store also features a perfume area with a ‘fragrance finder’ tool which uses technology to help customers find the right scent, smart mirrors, and a vending machine to dispense beauty samples, India Retailing reported.  
 
Tira Beauty retails Indian and international brands including Bobbi Brown, Clinique, The Body Shop, Suva Beauty, Revolution, Garnier, and Streax among others. The business recently launched brands Laura Mercier and Indē Wild on its e-commerce platform and in stores, Tira Beauty announced on Facebook. 
 
The store opening is part of Reliance Retail’s omni-channel expansion strategy for the business, which is also continuing to expand the capabilities of its e-commerce platform. Tira Beauty was launched by Reliance Industries Limited’s retail arm Reliance Retail in February this year and opened its first brick-and-mortar store in April 2023 in Mumbai’s Jio World Drive. 
 
Tira Beauty opened its second ever store in August, also in Mumbai, then opened its third store in Hyderabad. The business has launched a dedicated mobile shopping app to increase ease of shopping online and the app has crossed the five million download mark.