THEBUSINESSBYTES BUREAU

MUMBAI, JULY 21, 2026

Reliance Retail's omnichannel beauty platform Tira has strengthened its premium skincare portfolio with the exclusive India launch of South Korean dermo-cosmetic brand Dr. Melaxin, marking another step in its strategy to bring globally acclaimed beauty innovations to Indian consumers. The fast-growing K-beauty brand will be available exclusively on Tira's online platform and select offline stores.

Known for its science-led skincare philosophy, Dr. Melaxin has emerged as one of the fastest-rising names in the global beauty industry by combining advanced dermatological research with targeted skincare solutions. Inspired by the principles of vaccine science, the brand is built around its "slow aging" philosophy and offers clinically evaluated formulations designed to address pigmentation, enlarged pores, under-eye aging, loss of firmness and overall skin resilience.

The India debut follows the brand's successful international expansion across the United States, Japan and Southeast Asia. Dr. Melaxin has also achieved significant digital success, becoming the #1 K-beauty brand on TikTok Shop in both the US and the UK. Its products adhere to an 8-FREE clean formulation standard, are cruelty-free, dermatologist-tested and suitable for sensitive skin. Independent clinical studies have shown visible improvements in hydration, radiance and skin firmness within four weeks.

Leading the India launch is the brand's globally popular Peel Shot range, a gentle exfoliating ampoule formulated with rice-based AHA and BHA, Pentavitin and rice water to exfoliate the skin, refine pores and visibly improve texture and radiance.

The launch comes at a time when India's beauty and skincare market is witnessing robust growth, driven by increasing consumer demand for science-backed products that deliver measurable results. Dr. Melaxin's focus on concerns such as pigmentation, uneven texture, brightening and long-term skin resilience is expected to resonate strongly with Indian consumers and suit local climatic conditions.

The exclusive partnership further reinforces Tira's positioning as a destination for authentic, high-performance global beauty brands while expanding consumer access to internationally recognised skincare innovations.

Commenting on the launch, Yu Kyoung Hwa, Chief Executive Officer, Dr. Melaxin, said: "Indian consumers are curious, informed and genuinely interested in effective skincare solutions. Their key concerns — from pigmentation to texture and firmness — are exactly what we have set out to address. Through our launch with Tira, we are excited to bring our most innovative products, including the Peel Shot line, to the people it was created for."

With the addition of Dr. Melaxin to its growing portfolio, Tira continues to reinforce its commitment to introducing cutting-edge, science-backed beauty innovations and the latest international trends to India's increasingly discerning beauty consumers, further consolidating its position in the country's rapidly evolving premium beauty retail market.