Key Takeaways:This move expands Reliance Retail's beauty and personal care portfolio.Reliance Retail will leverage its omnichannel network to scale the brand in India and internationally.Anomaly is known for its clean, vegan, and affordable products.Reliance Retail acquired Priyanka Chopra Jonas’ haircare brand Anomaly from Maesa, who incubated the business.WHO: Launched in 2021, Anomaly was founded by actor and entrepreneur Priyanka Chopra Jonas and incubated by Maesa. The brand is positioned as clean, vegan, and high-performance, with hero products like a leave-in conditioner and a clarifying shampoo.Maesa was founded in 1997 in Paris, expanding to the US in 2007 and becoming a leading global provider of beauty brand incubation and strategic outsourcing across beauty categories through a vertically integrated operation. Bain Capital took a majority stake in the business in 2019. The business has incubated a stable of brands, including Kristin Ess, Fine’ry, Frenshe, Hairitage, TPH, and others. Today, Maesa has offices in Los Angeles, London, Vienna, Dubai, Dongguan (China), and Hong Kong.Reliance Retail Limited is a subsidiary of Reliance Retail Ventures Limited (RRVL), the holding company of all the retailers under the Reliance Industries Limited (RIL) group. RRVL, through its subsidiaries and affiliates, operates an integrated omnichannel network of 19,979 stores and digital commerce platforms across diverse consumption baskets. RRVL has a registered customer base of over 378 million.WHY: This acquisition strengthens Reliance Retail's position in the beauty market. IN THEIR OWN WORDS: Priyanka Chopra Jonas said, “This is a defining moment for Anomaly.