Reliance retail invests in UK’s FACEGYM to launch facial fitness studios in India 

Reliance Retail’s beauty platform Tira will lead FACEGYM’s Indian operations and market development

Reliance Retail Ventures Limited announced a strategic minority investment in UK-based FACEGYM on Thursday, marking the Indian retail giant’s latest move to expand its beauty and wellness portfolio.

The partnership will bring FACEGYM’s facial fitness concept to India through standalone studios and select Tira stores over the next five years.

FACEGYM, founded by Inge Theron, specialises in non-invasive facial workouts combined with advanced skincare formulations. The brand has established a presence in London, New York and Los Angeles since opening its first studio in Selfridges in 2014.

Reliance Retail’s beauty platform Tira will lead FACEGYM’s Indian operations and market development. The expansion will utilise Reliance’s retail network of 19,340 stores and leverage its market expertise to introduce the facial fitness concept to Indian consumers.

Beauty innovations

“FACEGYM sits at the unique intersection of beauty, wellness, and fitness — creating a category of its own,” said Bhakti Modi, Co-Founder and CEO of Tira. The partnership aligns with Indian consumers’ growing interest in science-backed beauty innovations.

FACEGYM CEO Angelo Castello described the investment as positioning the brand to become “one of the only beauty services that exists with this size of global footprint.” The deal supports FACEGYM’s international expansion strategy, with India identified as a key growth market.

The investment strengthens Reliance Retail’s beauty portfolio, which includes brands like Akind, Dream, and Immerse Play alongside Tira, described as India’s fastest-growing omnichannel beauty destination.

Published on July 3, 2025