Nothing about Nykaa is strictly its own anymore.

Back when it went public, it had no real rivals in the beauty space. But since then, things have changed.

Last year, India’s largest retailer, Reliance Retail, officially entered the beauty space. It launched an omnichannel beauty retail platform called Tira

Reliance isn’t playing around. In the last year, it has made one thing clear: it wants to completely shake up the country’s beauty segment.

But even the Reliance legacy to back it up, Tira’s success in this space isn’t a given.