Mumbai: 82°E, the self-care brand founded by global Indian icon Deepika Padukone, has announced a strategic partnership with Reliance Retail’s innovative beauty platform, TIRA. This collaboration signifies a significant expansion for 82°E, transitioning from its successful direct-to-consumer (D2C) model to a broader retail presence, both online and offline. Through this partnership, 82°E aims to extend its mission of promoting self-care as an integral part of everyday life to the TIRA community.
After a year of advocating Simplified Skincare (Cleanse – Hydrate – Protect) and establishing a strong presence in India and globally, 82°E is poised for accelerated growth with this transformative partnership with TIRA. The brand is broadening its reach by offering its popular skincare, body care, and men’s range, featuring best-selling products like Ashwagandha Bounce, Lotus Splash, and Turmeric Shield, on the TIRA platform. Previously accessible only through the D2C model, 82°E products will now be available at handpicked TIRA stores in select markets across North, West, and South India, marking their offline debut.
This partnership aims to democratize access to premium skincare products for a diverse audience, leveraging Deepika Padukone’s holistic wellness vision and tapping into Reliance Retail’s extensive offline and online network and technological capabilities.
Isha M Ambani, Executive Director, Reliance Retail Ventures Limited, expressed excitement about the collaboration, stating, “We are thrilled to partner with 82°E, a brand known for its commitment to self-care and holistic wellness. This collaboration aligns with TIRA’s vision to offer accessible yet aspirational beauty to every Indian, providing 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.”
Deepika Padukone, Co-Founder of 82°E, shared her enthusiasm about the partnership, saying, “We’re thrilled to announce that 82°E is now available on TIRA, both online and in stores. This collaboration reflects our shared values: simplifying skincare and making 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, award-winning formulations, and the best of 82°E skincare, body care, and men’s products to consumers across the country.”
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