Hince Enters Indian Beauty Market Through Reliance Retail’s Tira

South Korean makeup brand Hince has officially entered the Indian market, partnering with Reliance Retail’s omni-channel beauty platform Tira to tap into the country’s rapidly growing appetite for K-Beauty products.

The brand has launched as a Tira-exclusive and is now available across the retailer’s online platform as well as its physical stores nationwide. Known for its clean, minimalist design and modern Korean makeup philosophy, Hince brings a curated range of products to Indian consumers, including its popular Raw Glow Dewy Ball, a multi-use balm that delivers a natural radiance, and the Raw Glow Gel Tint, which offers sheer, buildable colour with a dewy finish.

Announcing the launch, Reliance Retail said the addition of Hince further strengthens Tira’s portfolio of international beauty brands. The retailer highlighted that the partnership aligns with its strategy of making globally sought-after beauty labels more accessible in India through a seamless omni-channel experience.

“Tira continues to expand its exclusive international brand lineup, bringing globally coveted beauty labels closer to Indian consumers,” the company said in a statement, adding that shoppers can now discover and purchase Hince products exclusively through Tira’s ecosystem.

Launched by Reliance Retail, Tira positions itself as India’s fastest-growing omni-channel beauty retail platform. Its mobile app has crossed 20 million downloads, and the platform delivers to 98 percent of India’s pin codes. Tira’s physical stores are designed as experience-led destinations, integrating beauty technology such as skin analysers, virtual try-on tools and a dedicated fragrance discovery feature.

With the arrival of Hince, Tira continues to deepen its focus on premium and global beauty brands, as Korean beauty trends gain increasing traction among Indian consumers.