Reliance Retail Ventures Limited (RRVL), the retail arm of Reliance Industries, has acquired a minority stake in UK-based FACEGYM and announced plans to introduce the facial fitness and skincare brand in India. The move marks a significant expansion into the high-growth beauty and wellness segment.
Strategic Investment and Partnership
RRVL has taken a minority equity position in FACEGYM, though financial terms have not been disclosed. Under the agreement, FACEGYM will enter the Indian market through Reliance’s beauty‑focused platform, Tira. Over the next five years, the brands will collaborate to open standalone studios as well as curated experience zones within select Tira stores in major Indian cities.
FACEGYM: A Global Wellness Pioneer
Founded by Inge Theron, FACEGYM offers a unique combination of non‑invasive facial workouts and advanced skincare formulations. Since launching in 2014 as a concession in Selfridges, London, the brand has expanded globally with studios in New York, Los Angeles, and other major markets. It aims to pioneer a category that blends beauty, wellness, and fitness.
Reliance’s Beauty and Wellness Play
This investment is part of RRVL’s broader strategy to strengthen its presence in the beauty and personal care sector. Tira, launched in 2023 under Isha Ambani’s leadership, serves as a curated omnichannel platform. The addition of FACEGYM complements Tira’s portfolio and appeals to discerning consumers seeking science-backed, experiential wellness services.
RRVL operates over 19,000 stores nationwide across grocery, electronics, fashion, lifestyle, and pharmaceuticals. This investment aligns with its strategy of evolving into a comprehensive lifestyle destination.
Leadership Perspectives
Bhakti Modi, Co‑founder and CEO of Tira, emphasized that FACEGYM fills a “unique intersection of beauty, wellness, and fitness,” resonating with trend-conscious Indian consumers. FACEGYM’s CEO noted that the partnership with Reliance will act as a catalyst to establish its presence in the Indian market and support its global footprint expansion.
Market Context and Future Prospects
India’s beauty and wellness market is expanding rapidly, driven by rising consumer demand for premium, science-driven experiences. RRVL’s strategic rollout plan aims to develop FACEGYM into a leading wellness service offering, leveraging its retail strength and deep consumer insights. This investment follows Reliance’s aggressive moves, including the introduction of fast-fashion labels and personal care brands to broaden its lifestyle portfolio.
