Reliance Retail’s Tira, the beauty retail disruptor is stepping into an exciting new space and making its debut in lifestyle merchandise. With this category expansion, Tira is building a deeper brand universe, extending its presence beyond beauty shelves and into the everyday lives of its community.

The launch introduces a curated range of beauty-adjacent, lifestyle essentials that blend form and function. These are not beauty products – but lifestyle companions crafted to complement the routines of beauty enthusiasts, bringing a sense of joy, self-expression, and design-forward utility into their daily lives.

With this expansion, Tira is building a bridge between beauty and lifestyle, offering customers thoughtfully designed, functional objects that echo the brand’s values – chic aesthetics, ease of use, and elevated everyday utility. This move also allows Tira to extend its identity beyond product transactions and into the realm of emotional engagement and daily relevance.

The First Collection Drop:

Hydration, the Chic Way Launching just in time for summer, Tira’s first lifestyle collection introduces a new wave of tumblers, available in two sizes – 1.2L and 600ml. Designed to elevate your hydration routine, these Tira tumblers are chic, minimal, and effortlessly stylish. Crafted for comfort and ease, these tumblers are designed with a sturdy, easy-to-carry handle, feature insulation to keep your drinks hot or cold for hours, and come with a playful sticker sheet so you can personalize your tumbler your way.

Also joining the collection is the Tira Sipper Bottle – a sleek 1L companion for stylish hydration on-the-go. Lightweight, spill-proof, and effortless to carry, it’s the ideal accessory whether you’re heading to work, hitting the gym, or spending the day outdoors.

A New Category in the Making

This debut marks a step forward in Tira’s vision to build a lifestyle ecosystem – one that extends beyond the beauty shelf to seamlessly integrate into everyday moments and create a more holistic brand experience. Future launches will span across curated lifestyle categories such as: Hydration & wellness essentials, Travel & utility accessories, Apparel and self-expression products.

With this expansion, Tira continues to blur the lines between beauty, lifestyle, and personal ritual – creating a new space where design, discovery, and delight come together. The merchandise line will be available both online and in offline stores, ensuring discovery across multiple brand touchpoints. Click here to check out the all new Tira Merch collection.