Reliance Retail’s beauty platform Tira has expanded into colour cosmetics with the launch of its first make-up product, called the Tira Lip Plumping Peptint, on Friday. Positioned as a lip treatment range available in nine shades, the move marks the brand’s entry into the make-up segment, after rolling out its own skincare, wellness and nail care lines.

More importantly, Tira will take on beauty majors such as Lakme, L’Oreal, Nykaa and direct-to-consumer brands such as Plum, Sugar Cosmetics , Juicy Chemistry and Renee Cosmetics with the launch.

While a single product within the range is priced at Rs 675, executives at Reliance Retail say that it has been formulated in Italy and has been designed to offer both colour and care. Experts say the launch targets premium beauty consumers, a

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