FACEGYM enters India through Reliance Retail’s Tira

FACEGYM, the UK-based facial fitness brand, announces its official launch in India through Reliance Retail’s omnichannel beauty platform, Tira. The launch follows Reliance Retail Ventures Limited’s (RRVL) strategic minority investment in FACEGYM in 2025, marking a key milestone in the brand’s global expansion journey and laying the foundation for long-term growth in one of the world’s fastest-growing beauty and wellness markets. As part of its broader India market-entry strategy, FACEGYM plans to expand across three key metro cities in the first phase-Delhi, Hyderabad, and Kolkata, over the coming months through a mix of shop-in-shop formats and standalone stores.

The brand officially debuted in India through a Shop-in-Shop (SIS) format at Tira, Kemp’s Corner, Mumbai, offering an experience-led introduction within an open, high-energy retail environment designed to make facial fitness more accessible and discovery-led for Indian consumers. The launch taps into the rapid growth of India’s beauty and wellness sector, driven by increasing consumer awareness and a growing preference for performance-led, results-oriented skincare and wellness experiences.

“We train the face like you train your body, because your face has muscles too,” says Inge Theron, Founder, FACEGYM. There’s a clear move towards more intentional, performance-led beauty choices in India, and FACEGYM fits seamlessly into that shift.

Tira’s focus on building a next-generation beauty platform anchored in discovery, education, and experience-led retail provides a strong foundation for introducing a new category to consumers. This launch by Tira is both timely and strategic, enabling the brand to scale efficiently while establishing early leadership in an emerging category.

Commenting on the launch, a Tira spokesperson said, “The launch of FACEGYM in India marks the introduction of a truly differentiated category at the intersection of beauty, wellness, and fitness. Built on consistency, technique, and visible results, FACEGYM has redefined facial care globally, and we believe Indian consumers are ready to embrace this innovative approach. Through Tira, we have the opportunity to introduce the concept to a highly engaged beauty audience, drive discovery through immersive experiences, and scale the brand meaningfully across the country.”

FACEGYM is a UK-based, globally loved facial fitness pioneer known for its signature facial workouts that instantly sculpt, lift, and depuff the face through a combination of muscle training techniques, advanced tools, and collagen-boosting skincare.