BENGALURU, May 1 -- Reliance Retail has acquired Anomaly Haircare, the global haircare label founded by actor Priyanka Chopra Jonas, as it accelerates its push into beauty and personal care.

The deal includes ownership of trademarks and digital assets with plans to scale the brand across India and global markets using Reliance's omnichannel ecosystem, including its Tira platform, it said in a statement on Thursday.

Mint unpacks why Reliance Retail is assembling a celebrity-led brand portfolio despite these companies reporting losses.

Reliance Retail's playbook has increasingly leaned on star power. The company had bought a majority stake in actor Alia Bhatt's kidswear brand Ed-a-Mamma in July 2023.

It acquired a 40% stake in celebrity...