Beauty and personal care brand Recode Studios has announced the acquisition of up to a 51% equity stake in Aflairza Professionals, marking a strategic move to strengthen its presence in India’s rapidly expanding beauty and cosmetics market.
The transaction will be completed in two phases, combining the purchase of shares from the existing promoters with a fresh capital infusion into Aflairza. Through the acquisition, Recode aims to accelerate Aflairza’s growth by expanding manufacturing capabilities, strengthening its product portfolio, enhancing distribution, and increasing the brand’s presence across both online and offline retail channels.
Under Phase I, Recode will acquire a 33% stake for a total consideration of ₹8.32 crore. The investment will be equally split between purchasing promoter shares and injecting fresh capital into the business. In Phase II, Recode plans to increase its shareholding to 51%, making it the majority shareholder.
Founded by Sagar Urvish Gandhi and Deep Parekh, Aflairza Professionals is a premium beauty and cosmetics brand offering professional-grade products developed using Korean formulations. The brand has positioned itself in the premium beauty segment by focusing on high-performance cosmetic products designed for professional and consumer use.
Despite the majority investment, Aflairza’s existing promoters will continue to oversee the company’s day-to-day operations, ensuring business continuity while benefiting from Recode’s strategic support. Recode will also nominate a representative to Aflairza’s board, strengthening collaboration between the two companies as they execute future growth plans.
For Recode Studios, the acquisition aligns with its broader strategy of expanding its beauty and personal care ecosystem through product innovation, portfolio diversification, and omnichannel growth. The company currently offers more than 350 SKUs across cosmetics, skincare, and personal care categories. Its business spans product development, branding, marketing, and nationwide distribution while leveraging third-party manufacturing capabilities.
Recode has built an extensive omnichannel presence through its retail network, ecommerce platforms, and distribution channels across India. The addition of Aflairza is expected to further strengthen its premium beauty portfolio while expanding its reach across multiple consumer segments.
The transaction also reflects the growing consolidation within India’s beauty and personal care industry, where established consumer brands are increasingly pursuing strategic acquisitions to accelerate product innovation, strengthen manufacturing capabilities, and expand omnichannel distribution. By combining Recode’s scale with Aflairza’s expertise in professional beauty products, the partnership is expected to support the next phase of growth for both brands.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.