Reliance Consumer Bags Global Rights to Brylcreem, Toni & Guy, Badedas & Matey

Reliance Consumer Products Ltd. has acquired worldwide rights to Brylcreem, Toni & Guy, Badedas, and Matey, strengthening its global personal care ambitions. The move expands Reliance’s portfolio across grooming and premium bath care, aligns with its FMCG growth strategy, and builds on its distribution and brand revival momentum following a strong FY26 performance.  

Reliance Consumer Products Ltd. (RCPL), the fast-growing FMCG arm of Reliance Industries, has taken a decisive step toward global personal care expansion by acquiring worldwide rights to four well-known consumer brands: Brylcreem, Toni & Guy, Badedas, and Matey. The announcement, made alongside Reliance Industries’ Q3 FY26 earnings on January 16, marks one of RCPL’s most assertive brand portfolio moves in recent years, underlining its ambition to become a serious global contender in personal care and beauty.

The deal hands RCPL ownership of brands that span multiple consumer cohorts and price segments, from mass men’s grooming to premium bath and body care. Brylcreem offers a deep legacy in men’s grooming with substantial market equity in India, Toni & Guy sits at the intersection of salon-grade expertise and retail credibility, Badedas commands loyalty in European premium bath care for its botanical formulations, while Matey caters to the children’s personal care category. Together, they give RCPL immediate footholds in categories that traditionally take years—if not decades—to build organically.

Beyond the consumer proposition, the acquisition gives RCPL a strategic brands-first pathway to scale in markets beyond India. The company has confirmed plans to expand and rejuvenate these labels across both domestic and international geographies, supported by Reliance’s sizable distribution networks, retail channels, backend supply chain efficiencies, and growing digital commerce presence. For RCPL, which has already shown that it can leverage Reliance’s platform to revive dormant brands and launch new ones, the addition strengthens its thesis that FMCG brand building can be accelerated through smart acquisitions backed by industrial-scale infrastructure.

The timing of the deal also reflects a maturing FMCG growth engine inside Reliance. Over the past 18 months, RCPL has revived legacy brands such as Velvette (acquired in December 2025), scaled in-house labels like Glimmer and Get Real, and taken a majority stake in Udhaiyams Agro Foods to bolster its staples and packaged foods portfolio. These moves, collectively, form an emerging blueprint where RCPL operates as a multi-category FMCG house serving mass to premium segments across beauty, food, and household goods.

Financial numbers released for Q3 FY26 only reinforce the momentum. RCPL reported ₹5,065 crore in gross revenue for the quarter, growing 1.6x year-on-year, and surpassed ₹15,000 crore in year-to-date revenue for FY26, translating to 1.8x growth over the previous fiscal period. That performance, combined with a strengthened global brand pipeline, suggests that RCPL is building for long-term scale rather than short-term opportunism.

Interestingly, financial terms for the brand acquisition were not disclosed, signalling what analysts describe as a deliberate communication strategy. Rather than foregrounding transaction size, RCPL appears intent on telegraphing a narrative of patient brand stewardship—an approach more aligned with multinational consumer goods firms than transactional retail roll-ups. The company’s silence on deal details, therefore, reads less as opaqueness and more as a signal that the acquisition is about future market creation, brand rejuvenation, and global category play rather than immediate revenue extraction.

For India’s FMCG landscape, the move represents another step in a structural shift where Indian conglomerates increasingly look outward—not just for raw materials and supply chain efficiencies, but for brands with global recall and cross-border scalability. If executed well, RCPL’s acquisition could become a case study in how domestic players harness distribution power, consumer insights, and capital to build world-spanning consumer goods businesses.

For now, with four more globally recognised brands in its basket, Reliance has made it clear that it is playing the long game in personal care—one that positions the company not merely as a challenger to multinationals within India, but potentially as a multinational in its own right.