South Korean beauty label Hince has officially entered the Indian market through an exclusive partnership with Reliance Retail’s beauty platform, Tira, strengthening the retailer’s growing portfolio of global cosmetic brands. The minimalist makeup brand is now available online and across Tira’s physical retail network, further extending to AJIO’s e-commerce platform.
With its understated aesthetic and focus on complexion-enhancing textures, Hince has developed a cult following across Korea and Japan for what it describes as “mood-narrative makeup”—a style that emphasises natural features through lightweight formulations, sheer pigments and soft, luminous finishes. The brand’s philosophy aligns with the international shift toward beauty products that feel intuitive, unfussy and skin-first, rather than heavily stylised or coverage-driven.
For the India launch, Tira has curated a collection that highlights Hince’s everyday wearable products, including the Raw Glow Dewy Ball, a multi-use balm that adds a moisturised sheen to cheeks, eyes and lips, and the Raw Glow Gel Tint, a sheer and buildable tint offering subtle colour payoff suitable for daily use. The assortment echoes Korea’s contemporary beauty sensibility—one rooted in tonal makeup, diffused edges and second-skin textures.
The move is significant for Tira as it continues to build supply-side differentiation through exclusive tie-ups. Since its launch, the omnichannel platform has positioned itself as a gateway for global beauty brands seeking market access in India, integrating distribution across digital and physical storefronts while also leveraging Reliance Retail’s nationwide logistics infrastructure. Hince’s arrival complements this strategy, giving Indian consumers new exposure to niche Asian brands that previously required international shipping or travel to purchase.
Tira’s physical rollout has accelerated in recent quarters, culminating in its flagship store at Mumbai’s Jio World Plaza, which blends experiential retail with access to international skincare, makeup and fragrance labels. With pan-India delivery available through its online platform and additional shelf presence through AJIO, Tira is making imported beauty offerings increasingly accessible beyond major metros and traditional luxury retail corridors.
The addition of Hince also underscores the growing appetite for Korean beauty in India, a category that has expanded from skincare into colour cosmetics, driven by pop culture influence, social media discovery and a broader shift toward glowy, low-intervention makeup routines. As more international brands explore India’s beauty market—one of the fastest-growing globally—exclusive distribution partnerships are becoming key competitive levers for retailers seeking brand differentiation and customer first-access.
With Hince now formally in India, Tira continues to position itself as a platform bridging global labels with rising Indian beauty demand, expanding both the depth of choice for consumers and the country’s exposure to new aesthetic cultures.
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