Deepika Padukone’s self-care brand, 82°E, has announced a strategic partnership with Reliance Retail’s beauty platform, TIRA. This collaboration marks a significant milestone for 82°E, transitioning from a successful Direct-to-Consumer (D2C) model to a first-time retail experience in India, both online and offline. The partnership aims to continue 82°E’s mission of making self-care a simple, joyful and effective part of everyday life for the TIRA community.
After a year of promoting Simplified Skincare (Cleanse – Hydrate – Protect), establishing product efficacy and building a strong, loyal community in India and globally, 82°E is set for accelerated growth with this partnership. The brand is expanding its reach by making its popular Skincare, Body Care and Men’s range available on TIRA. Best-selling products like Ashwagandha Bounce, Lotus Splash and Turmeric Shield, previously accessible through the D2C platform, will now extend their reach to the TIRA platform. This marks their offline debut at select TIRA stores across North, West and South India.
The partnership aims to democratise access to premium skincare products for a diverse audience, leveraging co-founder Deepika Padukone’s holistic wellness vision and Reliance Retail’s extensive offline and online network and technological capabilities.
Isha M Ambani, Executive Director, Reliance Retail Ventures Limited, expressed her excitement about the collaboration, stating, “We are excited to partner with 82°E, a brand renowned for its commitment to self-care and holistic wellness. This collaboration takes forward TIRA’s vision to bring accessible yet aspirational beauty to every Indian and allows us to provide our customers with access to a range of premium skincare products. Together, we aim to elevate the self-care experience for consumers everywhere, introducing 82°E products to offline retail for the very first time.”
Deepika Padukone, Co-Founder, 82°E, shared her enthusiasm about the partnership, saying, “We’re thrilled to announce that 82°E is now on TIRA, Online and In-Stores. This collaboration is an outcome of our shared values: to Simplify Skincare and to make Self-Care an effective and enjoyable part of our everyday lives. Through TIRA’s Online and Offline platforms, we are excited to bring 82°E’s Bestsellers, Award-Winning Formulations, along with the best of 82°E Skincare, 82°E Body Care and 82°E Man to our consumers across the country.”
Reliance Retail’s TIRA is an omnichannel retail platform that offers personalised experiences to customers and has a curated assortment of the best global and home-grown brands, making it the go-to destination for all things beauty. 82°E aims to become one of the most trusted modern self-care brands with a range of rigorously sourced products across skincare and body care.
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