Tira, Reliance Retail’s beauty platform, has launched its new Lip Plumping Peptints, marking its entry into the makeup market. The Italian-formulated product blends colour with skincare benefits, offering hydration, plumping and long-term lip repair. Available in nine vegan shades at Rs 675, the Peptints strengthen Tira’s growing beauty portfolio.
Tira, Reliance Retail’s omni-channel beauty destination, has taken a decisive step into India’s fast-growing makeup category with the launch of its first colour cosmetic product, the Tira Lip Plumping Peptint. For a platform that has already made notable strides across skincare, wellness, and nail care, this launch signals more than just a new product—it marks a strategic expansion of Tira’s in-house beauty portfolio and a significant shift in its ambition to shape how Indian consumers experience beauty. The entry into colour cosmetics has long been anticipated, and with Peptints, Tira seems intent on setting a new standard in hybrid formulations that bring the best of skincare and makeup together in one sleek, trend-forward package.
Peptints arrive at a moment when the beauty market is being driven by consumers who no longer separate skincare from makeup. Instead, they expect products to do more—hydrate, repair, nourish, enhance and look good—all at once. Tira’s Lip Plumping Peptint appears tailored precisely for this demand. Formulated in Italy, a country globally recognised for its excellence in cosmetic and dermo-cosmetic innovation, the product promises a luxurious balance of care, comfort and colour. It is not marketed as merely a lip tint but as a tinted treatment powered by high-performance skincare actives. This positions it not only as makeup but as a long-term lip-care solution, a positioning that reflects where modern beauty preferences are headed.
At the core of the formulation is a thoughtful blend of hydrating and restorative ingredients: Shea Butter, Murumuru Butter, Hyaluronic Acid, Vitamin C, Vitamin E and a Peptide Complex. While lip tints often risk dryness or patchiness, Peptints aim to combat these concerns by delivering deep moisturisation with every swipe. The natural butters create a nourishing base that smoothens texture and softens the lips, while Hyaluronic Acid draws in moisture for a fuller, plumper appearance. Vitamins C and E add antioxidant protection, helping to repair environmental damage and improve overall lip health. However, it is the Peptide Complex—known for its collagen-boosting benefits—that gives the Peptint its plumping promise. Unlike traditional lip plumpers that rely on tingling or temporary swelling, the Peptint uses active ingredients to enhance lip volume gradually, offering visible improvements without discomfort.
This dual benefit is what Tira believes differentiates its Peptints in an increasingly crowded category. A luscious tint paired with true repair-driven care makes the product appealing not only to makeup users but also to skincare-focused consumers who want healthy lips first and colour second. Tira’s claim of a “fuller, smoother, and nourished” look emphasizes that the Peptint works both instantly and cumulatively, enhancing lips with regular use. For consumers wary of drying matte lip stains or sticky glosses, Peptints offer a middle-ground—comfortable, hydrating, lightweight, and visually flattering.
Aesthetic appeal has also been given thoughtful attention. Available in nine flattering shades, the Peptint shade range has been curated to complement diverse Indian skin tones, an area where many international formulations fall short. The shades span everyday nudes, soft pinks, statement berries, and wearable reds, giving consumers options for both casual and festive moments. The sleek, signature Tira packaging adds a modern touch, making the product feel premium yet approachable. Each Peptint comes with a collectible charm—a playful addition that taps into the ongoing trend of personalised, shareable beauty accessories. The soft applicator is designed for smooth and precise application, making Peptints ideal for on-the-go use.
Equally important to today’s consumers is the commitment to clean beauty, something Tira emphasises strongly. Each shade is vegan, cruelty-free, paraben-free, and mineral oil-free. These choices align the product with the growing global movement toward conscious beauty—an approach where efficacy and ethics coexist. For Indian buyers, especially the younger demographic, these labels matter more than ever. They represent transparency, safety, and a brand that listens to evolving consumer expectations.
Priced at Rs 675 for 15g, the Peptint sits at the intersection of affordability and aspiration. The pricing suggests that Tira is aiming to appeal to a broad audience, from college-goers discovering beauty to seasoned consumers seeking high-quality and thoughtfully formulated lip products. It positions the Peptint as accessible yet premium, offering strong value in a price-sensitive market without compromising on formulation or experience. For a product with Italian lab roots and a sophisticated blend of high-performance ingredients, the price point places it squarely in the sweet spot of the mass-premium beauty segment—one of the fastest-growing categories in India.
The launch also highlights Tira’s evolving role in the Indian beauty ecosystem. When the platform debuted, its vision extended beyond e-commerce. It sought to create a beauty experience that blends physical retail, digital access, community engagement, and product innovation. With the introduction of Peptints, Tira is signalling that it is ready to not only curate beauty—but to create it. By expanding its in-house offerings, the platform is positioning itself as a brand with its own identity, aesthetic, and innovation pipeline. This move mirrors global trends where retailers diversify into private labels that combine consumer insights with specialised formulation expertise.
Tira’s messaging around the Peptint launch stresses a mission that has defined the brand since its inception: making beauty smarter, simpler, and more experiential. The Peptint encapsulates this philosophy by offering a multi-benefit product that eliminates the need for layering lip balm, lip mask, plumper, and tint. It simplifies lip care and colour into a single step while elevating the sensory and aesthetic experience through thoughtful details like design, formulation, and shades. This simplification, however, does not mean compromise—if anything, the Peptint represents a higher standard of utility, aligning well with Tira’s broader vision.
Industry observers note that Tira’s entry into colour cosmetics could mark the beginning of a diversified product roadmap. If Peptints are the first step, more makeup innovations—foundation hybrids, serum-infused blushes, multi-use sticks, or skincare-powered eye products—may follow. The Indian beauty market is currently undergoing a significant transformation, with a surge of interest in hybrid products that blur the line between beauty and wellness. Tira’s move taps directly into this momentum. By grounding its first makeup launch in visible skincare benefits, it positions itself not just as another colour cosmetics competitor but as a brand with a modern, science-aligned, consumer-conscious approach.
As Peptints roll out across Tira’s online and offline channels, the product is likely to resonate with consumers who value convenience, comfort, and conscious formulation. It reflects the shift in India’s beauty industry toward smarter, more thoughtful, and more personalised products. For a brand that has already established itself as a dynamic platform, the Peptint becomes more than just a launch—it becomes a statement of intent. Tira is not only participating in the next wave of beauty in India; it aims to lead it.
With its first makeup product now on the shelves, complete with advanced ingredients, Italian craftsmanship, trend-led design, and an accessible price point, Tira has made its entrance into colour cosmetics with confidence and clarity. And if this launch is any indication, the brand’s future innovations may well redefine what Indian consumers expect from makeup—products that don’t just beautify but nurture, protect, and elevate everyday beauty routines in smart, meaningful ways.
