India, May 08: Paula’s Choice is expanding its presence in India with its launch on Tira Beauty, marking a key milestone in the brand’s journey in India. The brand is now available both online and across select Tira Beauty stores.
This expansion makes Paula’s Choice’s ingredient-led formulations more accessible to Indian consumers, offering a seamless experience across digital and physical retail.
Globally recognised for its transparent, no-nonsense approach to skincare, Paula’s Choice has built a loyal following with high-performance formulations that deliver results. From the cult-favourite 2% BHA Liquid Exfoliant to targeted treatments like the Niacinamide 20% Treatment and 10% Azelaic Acid Booster, the brand continues to set benchmarks in efficacy.
Faiz Ahmad, Global CEO, Paula’s Choice, said: “India continues to be a key market for Paula’s Choice, driven by consumers increasingly seeking high-performance, ingredient-led skincare rooted in science and transparency. Through our partnership with Tira Beauty, we’re extending our presence across both online and offline channels, making our formulations more accessible than ever.”
Cindy Groenke – Chief Growth Officer, Reliance Beauty added: “At Tira, we are focused on bringing globally trusted brands to the Indian consumer. We’re seeing a clear shift towards results-driven skincare, and Paula’s Choice embodies exactly that. As a brand rooted in science, transparency and efficacy, it aligns seamlessly with Tira‘s vision of curating the best in global beauty. We’re excited to introduce the brand to our consumers across both digital and retail experiences.”
With its debut on Tira, Paula’s Choice enters a platform known for curating innovative and high-quality beauty brands for the modern Indian consumer. The omnichannel launch ensures that consumers can now discover and experience the brand both digitally and in-store, offering greater ease of access to its iconic formulations.
