Reliance Consumer Buys Global Rights to Brylcreem, Toni & Guy and Badedas

Reliance Consumer Products Ltd (RCPL), the FMCG arm of Mukesh Ambani-led Reliance Industries Ltd (RIL), has acquired the global rights to several well-known international personal care brands, including Brylcreem, Toni & Guy, and Badedas. The development was disclosed by the company on Friday alongside its financial results for the quarter ended 31 December 2026.

According to RIL’s investor presentation, Reliance Consumer has also secured the global rights to Matey, a UK-based personal care brand that specialises in products for children. With this move, RCPL is significantly strengthening its presence in the global beauty, grooming, and bathing segments.

While the company has not disclosed the financial value of the transactions, it has made clear its intention to aggressively scale these brands both in India and overseas.

"RCPL acquired international Beauty brands spanning key grooming and bathing segments. We have acquired global rights to these heritage brands (with a few territories excluded) and aim to expand their presence in international markets while growing them in India," the company said.

Reliance Consumer’s Global Brand Expansion Strategy

Focus on Heritage and High-Recall Brands

The acquisition highlights Reliance Consumer’s strategy of building a strong FMCG portfolio by combining established global brands with local manufacturing, distribution strength, and competitive pricing.

The brands acquired are known for:

• Strong consumer recall

• Decades-long global presence

• Established categories such as hair styling, grooming, and bathing

Brands Acquired: Key Details

Brylcreem

Brylcreem is a British men’s hair styling brand with a long legacy in male grooming. The brand enjoys a strong presence in India and international markets and is closely associated with men’s hygiene and styling products.

Toni & Guy

Toni & Guy began as a professional salon chain and later expanded into a full-fledged haircare and styling brand, offering shampoos, conditioners, and styling products used by both professionals and consumers.

Badedas

Badedas is a German personal care brand known for its premium bathing products, particularly those infused with natural plant extracts, catering to consumers seeking botanical-based formulations.

Matey

Matey is a UK-based children’s personal care brand, specialising in gentle formulations designed specifically for kids, making it a strategic addition to RCPL’s grooming portfolio.

RCPL’s Growing Personal Care Portfolio

Recent Acquisitions and Brand Relaunches

RCPL, which was demerged from Reliance Retail and became a direct subsidiary of RIL on December 1, 2025, has been expanding rapidly through acquisitions and product relaunches.

Previously, the company acquired Tamil Nadu-based personal care brand Velvette, which it recently relaunched with a wide product range including:

• Soaps

• Shampoos

• Shower gels

• Body lotions

• Talcum powders

RCPL also owns in-house brands such as Glimmer and Get Real, which offer bath soaps and other personal care products aimed at mass and value-conscious consumers.

Beyond Personal Care: Food Business Expansion

Stake in Udhaiyams Agro Foods

In late November 2025, RCPL acquired a majority stake in Udhaiyams Agro Foods, a well-known brand in Tamil Nadu. The company has a strong foothold in essential food categories such as:

• Rice

• Pulses

• Snacks

• Idli batter

This move underlines Reliance Consumer’s ambition to build a diversified FMCG business spanning personal care and food staples.

Q3 Financial Performance Highlights

Strong Revenue Growth

For the December quarter, RCPL reported robust growth:

• Gross revenue surged 1.6 times year-on-year to ₹5,065 crore

• Year-to-date (YTD) gross revenue for FY26 crossed ₹15,000 crore

• YTD revenue is 1.8 times higher than the same period last fiscal

These numbers reflect strong consumer demand, expanded distribution, and the impact of recent acquisitions and brand launches.

Why This Acquisition Matters

Strengthening Reliance’s FMCG Ambitions

The acquisition of global rights to established personal care brands positions Reliance Consumer as a serious challenger to multinational FMCG players operating in India and abroad. By leveraging Reliance’s vast retail network, supply chain, and digital platforms, RCPL can accelerate growth and improve brand accessibility.

Conclusion

Reliance Consumer’s acquisition of global rights to iconic personal care brands such as Brylcreem, Toni & Guy, Badedas, and Matey marks a significant milestone in its FMCG expansion journey. With strong financial growth, a widening brand portfolio, and ambitions to scale internationally, RCPL is rapidly emerging as a key force in both India’s and the global consumer goods market.

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Reliance Consumer acquires global rights to Brylcreem, Toni & Guy, Badedas, and Matey, strengthening its FMCG portfolio as Q3 revenue jumps to ₹5,065 crore.