Deepika Padukone’s self-care brand 82°E, announced a partnership with Reliance Retail’s beauty platform, TIRA. The collaboration marks an expansion from 82°E’s D2C model to a retail experience in the country through an online and offline presence. Through this partnership, 82°E will continue its mission to make the practice of self-care a simple and effective part of everyday life for the Tira community.
“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 and 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,” Deepika Padukone, co-founder, 82°E, said.
After a year of promoting simplified skincare (cleanse-hydrate-protect), establishing product efficacy and building a loyal community in India and across the globe, 82°E is poised for accelerated growth with the transformative partnership with Tira. 82°E is expanding its reach by making its skincare, body care, and men’s range, featuring products like Ashwagandha Bounce, Lotus Splash, and Turmeric Shield available on TIRA. 82°E products, accessible through the D2C platform, will now extend their reach to the Tira platform, marking their offline debut at handpicked Tira stores in select markets across North, West, and South India.
“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,” Isha M Ambani, executive director, Reliance Retail Ventures Limited, said.
This partnership aims to democratise access to premium skincare products to a more diverse audience by harnessing co-founder Deepika Padukone’s holistic wellness vision and leveraging Reliance Retail’s extensive offline and online network and technological capabilities.