Recode Studios has signed an investment term sheet to acquire up to a 51% equity stake in Aflairza Professionals, the company behind the premium beauty brand Aflairza. In the first phase, Recode will purchase a 33% stake for Rs 8.32 crore, with the investment equally divided between acquiring promoter-held shares and infusing fresh growth capital into the business.
Subject to predefined business milestones, Recode plans to raise its holding to 51%, giving it majority ownership in the second phase of the transaction.
Capitalising on Premium Beauty Demand
Founded by Sagar Urvish Gandhi and Deep Parekh, Aflairza Professionals develops beauty and cosmetic products using Korean formulations, catering to both professional salons and retail consumers. The brand operates at the intersection of premium skincare innovation and the growing consumer preference for globally inspired beauty solutions.
For Recode Studios, the investment expands its footprint in India's rapidly evolving beauty ecosystem while strengthening its portfolio with a brand positioned in the premium cosmetics segment.
Strategy Embedded in Diversification
Strategic investments in homegrown beauty companies continue to accelerate as demand shifts towards specialised formulations, premium positioning and high-performance products. Korean beauty trends have emerged as a key influence on product innovation and consumer purchasing behaviour in India.
The Last Word
Beauty acquisitions are increasingly becoming capability plays rather than scale plays. By backing differentiated brands with global formulation expertise, investors are positioning themselves to capture the next phase of growth in India's premium beauty market, where innovation and brand credibility are emerging as stronger competitive advantages than price alone.