Recode Studios Acquires 51% Stake in Aflairza to Strengthen Premium Beauty Portfolio

Beauty and personal care company Recode Studios has announced the acquisition of up to a 51% equity stake in Aflairza Professionals, a luxury beauty and cosmetics brand known for its Korean-inspired formulations. The strategic investment marks Recode’s expansion into the premium beauty segment as it looks to strengthen its product portfolio and accelerate growth across India’s fast-growing cosmetics market.

The acquisition will be carried out in two phases, combining the purchase of shares from existing promoters with a fresh capital infusion into Aflairza. Through the deal, Recode aims to scale the brand’s manufacturing capabilities, expand its product range, and enhance its presence across both online and offline retail channels.

Two-Phase Acquisition to Secure Majority Ownership

As part of the transaction, Recode Studios will initially acquire a 33% stake in Aflairza during Phase I for a total consideration of ₹8.32 crore. The investment will be equally divided between acquiring shares from the existing promoters and injecting fresh capital into the business.

In the second phase, Recode plans to increase its holding to 51%, making it the majority shareholder while further strengthening its strategic partnership with the luxury beauty brand.

The phased structure is expected to provide financial support for Aflairza’s expansion while ensuring a smooth transition as the company scales its operations.

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Investment to Accelerate Product and Market Expansion

The fresh capital will be used to strengthen Aflairza’s manufacturing infrastructure and expand its portfolio of beauty and personal care products.

Recode also plans to improve the brand’s distribution network by increasing its reach across e-commerce platforms, modern retail, and offline beauty stores. The investment is expected to help Aflairza scale faster while leveraging Recode’s expertise in branding, marketing, and nationwide distribution.

The acquisition aligns with Recode’s strategy of building a diversified beauty portfolio that caters to evolving consumer preferences in India’s premium cosmetics market.

Aflairza Focuses on Professional-Grade Beauty Products

Founded by Sagar Urvish Gandhi and Deep Parekh, Aflairza Professionals develops premium beauty and cosmetics products using Korean formulations, a category that has witnessed significant demand among Indian consumers in recent years.

The brand focuses on professional quality products designed for both beauty professionals and everyday consumers seeking high-performance skincare and cosmetic solutions.

Following the acquisition, the founders will continue to manage the company’s day-to-day operations, ensuring continuity in product development, customer relationships, and business strategy.

Recode Strengthens Its Position in India’s Beauty Market

As part of the transaction, Recode Studios will nominate its representative to Aflairza’s board while working closely with the existing leadership team to drive future growth.

Recode currently offers a portfolio of more than 350 SKUs across cosmetics, skincare, and personal care categories. The company operates an omnichannel business model, selling through retail outlets, e-commerce platforms, and distribution partners across India while leveraging third-party manufacturing capabilities.

With the acquisition of Aflairza, Recode is expanding its presence in the premium beauty segment and strengthening its ability to serve consumers across multiple price points and product categories.

India’s beauty and personal care industry continues to witness strong growth, driven by rising disposable incomes, increasing demand for premium products, and the rapid expansion of digital commerce. Strategic acquisitions such as this are becoming an important growth strategy for established brands seeking to expand their market presence and product offerings.

The proposed majority acquisition of Aflairza positions Recode Studios to capitalize on these market trends while building a stronger presence in one of India’s fastest-growing consumer sectors.