Skin analysis, virtual try-ons, and exclusive facials, this beauty store is all about luxe experiences

From celebrities launching their beauty brands to international variants entering the Indian market, the beauty industry is booming. People see it as a form of self-care, an expression of creativity, and a mark of individuality. Tira, which launched originally as an online platform, has been a key player in elevating consumer experience in the Indian beauty industry. With the launch of their offline stores, beauty has become a cohesive concept comprising a tempting mix of experiences, innovations, and retail therapy. Last evening, Tira launched its flagship store in Jio World Plaza, bringing the best of international brands and experiences under one roof. 

The sprawling space underscored by pastel hues and mood lighting, and multiple carefully curated shop-in-shop zones has been designed by the renowned London-based design agency, Dalziel & Pow. 

 

What's in store

Globally, we’ve witnessed a few unique beauty pop-ups, such as that of Augustinus Bader at LA, with appearance-scanning devices and a lab setup. Clarins, too, had a pop-up featuring extraction labs, mixology rooms, and colour zones last year. Tira, however, brings immersive beauty to India, in a permanent brick-and-mortar setup, placing itself as the go-to spot for indulgent self-care.

The experience centres at the store reflect the technology-first approach the brand has adopted to give consumers a holistic experience. The Skin Analyser helps give you an insight into the kind of skincare you need while the Magic Mirror technology lets you try a variety of makeup looks, without actually trying them on. Their Sample Vending Machine, on the other hand, lets you collect samples of coveted beauty products enabling a more efficient product trial and discovery system. For someone who feels daunted by choice overload, the store has concierge services for consultations and recommendations. 

Not just beauty

You can head to the Tira store for a rejuvenating experience—from a spa session at their Beauty Suite to unwinding at the Tira Café. You can even treat yourself to the exclusive Augustinus Bader signature facials, only available here in India. Plus, enjoy expert makeup services or immerse yourself in an interactive styling session featuring Dyson’s premium hair tools. The flagship Tira store is set to transform the beauty space with luxury, innovation, personalised experiences, and a range of exclusive sought-after products.

Will this be the start of a new beauty movement in India, wherein brands are motivated to bring in more innovations? We may have to wait to see that happen, while we daydream of leaving work mid-day for a rejuvenating day at the Tira store! 

All images: The brand

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