Reliance Retail's Tira Beauty unveils new private lable brand 'Nail Our Way'

Reliance Retail's beauty retail chain, Tira, has introduced a new private label brand, 'Nails Our Way,' which offers a range of premium nail colour and care products.

The launch is part of Tira's broader strategy to expand its beauty offerings and cater to diverse customer preferences.

The primary focus of 'Nails Our Way'

'Nails Our Way' focuses on innovative nail care, featuring collections such as 'Gel Well,' 'Swift Dry,' 'Breathe Away,' and 'Treat Coat.' The product line encompasses a vibrant palette of colours, catering to different moods and occasions.

Through this brand, Tira aims to encourage customers to express their creativity, aligning with the playful and modern aesthetic that resonates with Gen Z shoppers. The brand also offers essential nail care products like 'No Bump Base,' 'Cuti Care,' and 'Toughen Up,' designed to nourish, strengthen, and protect nails.

Tira's market presence

Tira was launched in April 2023 as an omni-channel beauty retail platform, offering a personalized shopping experience and a diverse selection of multi-brand products.

The company operates both online through its website and app, and offline through its network of brick-and-mortar stores. 

Product offerings

In addition to vibrant nail colours, 'Nails Our Way' includes nail enamel removers like the '2 Toned Vanisher' and the acetone-free 'Squeaky Clean.' The brand also offers complete manicure kits, such as 'French 'Em Up' and 'Nailed It,' providing comprehensive solutions for nail care.