Nars Cosmetics Partners with Tira to Enhance Accessibility in India
Published
October 6, 2025
In a significant move aimed at expanding its footprint in the Indian beauty market, Nars Cosmetics has announced a strategic partnership with Reliance Retail’s omni-channel platform, Tira. This collaboration is set to enhance accessibility to Nars products while providing immersive shopping experiences for consumers both online and offline.
A Milestone for Nars in India
Sanjay Sharma, the country head for Shiseido Group in India, emphasized the importance of this partnership in a recent press release. “Our partnership with Tira marks an important milestone for Nars in India,” he stated. The collaboration is designed to align with Nars’ mission of connecting with Indian consumers through artistry and innovation. Sharma noted that Tira’s unique retail experience would allow Nars to engage with beauty enthusiasts in fresh and exciting ways, fostering a deeper connection with India’s vibrant beauty community.
Launching the Partnership
The initial phase of this partnership has already seen Nars products made available on Tira’s e-commerce platform and shopping app. Additionally, Nars has launched its products in four physical Tira stores located in prominent shopping destinations: Jio World Drive in Mumbai, Viviana Mall in Thane, Mall of India in Noida, and Ambience Mall in Vasant Kunj. Notably, the brand has introduced its Light Reflecting Luminizing Powder in India exclusively through Tira, marking a significant entry point for the brand in the Indian market.
Tira’s Vision for Beauty
A spokesperson for Tira expressed enthusiasm about the partnership, stating, “At Tira, our vision is to build a curated beauty platform that brings the world’s most coveted beauty experiences closer to Indian consumers.” The spokesperson believes that the collaboration with Nars will inspire beauty lovers across the country to explore new avenues for self-expression.
Historical Context: Nars Cosmetics
Founded in 1994 by makeup artist and photographer François Nars, Nars Cosmetics has established itself as a leader in the beauty industry. The brand is renowned for its innovative products, including the iconic Orgasm Blush, Natural Radiant Longwear Foundation, and Radiant Creamy Concealer. Nars has consistently pushed the boundaries of beauty, combining artistry with high-quality formulations.
The Indian Beauty Market Landscape
The Indian beauty market has witnessed exponential growth in recent years, driven by a burgeoning middle class and increasing disposable incomes. According to a report by Statista, the Indian cosmetics market is projected to reach $20 billion by 2025. This growth presents a lucrative opportunity for global beauty brands like Nars to tap into a diverse consumer base eager for premium products.
The Role of Omni-Channel Retailing
The partnership with Tira highlights the growing importance of omni-channel retailing in the beauty industry. Consumers today expect a seamless shopping experience that integrates both online and offline channels. Tira’s innovative approach allows customers to explore products digitally while also providing the tactile experience of shopping in-store. This dual approach is particularly appealing in a market like India, where traditional shopping habits coexist with a rapidly growing e-commerce sector.
Commitment to Accessibility
Biju Kassim, CEO of Global SS Beauty Brands, expressed his excitement about the collaboration, stating, “We are delighted to bring the iconic and bold world of Nars to Indian consumers through Tira’s dynamic new-age platform.” Kassim emphasized the commitment to making coveted global beauty experiences accessible to India’s new-age consumer, reflecting a broader trend among international brands to localize their offerings.
Conclusion
The partnership between Nars Cosmetics and Tira represents a strategic effort to enhance accessibility and engagement in the Indian beauty market. As global brands increasingly recognize the potential of this vibrant market, collaborations like this one are likely to shape the future of beauty retail in India. With a focus on innovation and consumer connection, Nars is poised to make a significant impact on the beauty landscape in the country.
