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Tira is a beauty retail platform by Reliance Retail bringing together global and homegrown brands across makeup, skincare, haircare, and fragrances.
It was built as an omnichannel destination integrating discovery, personalization, and seamless commerce for modern Indian consumers.
Our mission was to design a premium, scalable beauty e-commerce experience for Tira that simplifies product discovery, enhances personalization, and delivers a seamless omnichannel shopping journey across digital touchpoints.
through intuitive product discovery and immersive browsing experiences.
by simplifying navigation, optimizing product detail pages, and reducing purchase friction.
with a premium, cohesive visual language across the platform.
by enabling personalized recommendations and seamless omnichannel interactions
Interactive story-style interface enabling personalized beauty discovery and seamless product exploration.
Wireframes and visual design crafted for intuitive navigation and premium digital commerce.
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Live virtual try-on experience supported by uniquely designed, scalable UI components and custom icons
Occasion-based shopping journeys enhanced with themed visuals and custom in-app loaders.
Interactive story-style interface enabling personalized beauty discovery and seamless product exploration.
Interactive story-style interface enabling personalized beauty discovery and seamless product exploration.
Wireframes and visual design crafted for intuitive navigation and premium digital commerce.
Wireframes and visual design crafted for intuitive navigation and premium digital commerce.
Live virtual try-on experience supported by uniquely designed, scalable UI components and custom icons
Live virtual try-on experience supported by uniquely designed, scalable UI components and custom icons
Occasion-based shopping journeys enhanced with themed visuals and custom in-app loaders.
Occasion-based shopping journeys enhanced with themed visuals and custom in-app loaders.
For Tira, we transformed beauty commerce into a premium, discovery-led digital experience - strengthening engagement and enabling seamless omnichannel retail.
boosted with intuitive discovery flows
improved via simplified purchase journeys
enabled with modular UI components
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Gamified reward flows, daily offers, and seasonal promotions designed to drive engagement and repeat purchases.
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End-to-end UX and visual design for a scalable beauty commerce platform with structured discovery and seamless shopping flows.
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A structured, discovery-first information architecture mapping categories, brands, personalization, and commerce journeys.
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Comprehensive wireframes covering homepage, category flows, product detail pages, cart, and checkout journeys.
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Premium visual language with refined typography, immersive imagery, cohesive color systems, and modular UI components.
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Detailed wireframes conceptualizing facial scan–based virtual try-on and interactive product exploration flows.
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High-fidelity, brand-aligned interfaces combining personalization, immersive discovery, and seamless commerce interactions.
Tira is Reliance Retail's beauty commerce platform. NetBramha designed the omnichannel retail experience for its debut - product discovery, virtual try-on, personalised recommendations, and checkout across mobile and web.
Launching a brand-new beauty commerce platform for Reliance Retail, India's largest retailer, meant there was no existing product or customer base to react to - closer to a 0-to-1 build than a redesign, similar in spirit to how GODai's brand was built from zero, even though Tira launched inside an established retail giant rather than as an independent startup.
Beauty products carry a purchase-confidence problem online that most retail categories don't: shade matching and product fit are genuinely hard to judge from a photo, which directly drives returns and cart abandonment.
Solving that confidence gap through virtual try-on is a different design lever than the checkout-speed focus NetBramha applied to SPAR's grocery e-commerce redesign - grocery shoppers know what they're buying; beauty shoppers often don't until they can visualise it.
Tira (beauty), SPAR (grocery hypermarket), and Razorpay Magic (checkout infrastructure) form NetBramha's core retail and commerce cluster, each solving a different category-specific trust or friction problem rather than one generic "e-commerce template."
Beauty commerce and grocery commerce fail for opposite reasons - beauty fails on purchase confidence, grocery fails on speed and repeat-order friction - which is why the two case studies don't share a design solution despite both being retail.
Tira competes directly with Nykaa, India's dominant beauty e-commerce platform. Entering an established competitive category as the new entrant meant the discovery and try-on experience had to be differentiated, not just competent.
That competitive pressure is different from a category-defining project like ONE Muthoot, where the brief was consolidating Muthoot's own existing customer base rather than winning share from an established market leader.
Reliance Retail is India's largest retailer, with roughly ₹2.6 lakh crore in annual revenue, giving Tira access to distribution and brand trust most beauty commerce launches don't start with.
That backing changes the design calculus - the brief wasn't proving product-market fit from scratch, it was building an experience that lived up to the credibility Reliance's brand already carries, comparable in pressure to designing Emaar's billion-dollar enterprise platform under an already-established brand's scrutiny.
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