Indian actress Deepika Padukone’s self-care brand, 82°E, has announced a strategic partnership with Reliance Retail’s beauty platform, TIRA. This collaboration marks 82°E’s expansion from its direct-to-consumer (D2C) model to its first retail experience in India, both online and offline. Through this partnership, 82°E aims to bring its Skincare Simplified philosophy to TIRA’s community.
After a year of promoting its Simplified Skincare routine – Cleanse, Hydrate, Protect – and establishing product efficacy, 82°E is now set for accelerated growth with this transformative partnership. The brand will extend its reach by making its Skincare, Body Care, and Men’s range available on TIRA, including its best-selling products like Ashwagandha Bounce, Lotus Splash, and Turmeric Shield.
Previously accessible only through the D2C platform, 82°E products will now debut offline at handpicked TIRA stores in select markets across North, West, and South India. This move aims to democratize access to premium skincare products to a wider audience, leveraging Deepika Padukone’s wellness vision and Reliance Retail’s extensive offline and online network.
“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,” Isha M Ambani, Executive Director of Reliance Retail Ventures Limited said.
Speaking about the partnership, Deepika Padukone, Co-Founder, 82°E, said, “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.”
Reliance Retail’s Tira, launched in April 2023, offers personalized experiences and features a curated assortment of global and home-grown beauty brands. With its easy-to-navigate website, app, and offline stores, Tira aims to be the go-to destination for all beauty needs.
Consumers can now access 82°E products through the Tira app, website, and select Tira stores, including Jio World Drive, Mumbai; Viviana Mall, Thane, Mumbai; KOPA, Pune; Mall of Asia, Bangalore; and DLF Saket, New Delhi.
