Tira, which was launched by billionaire Mukesh Ambani’s conglomerate in April last year, also uses electronic vending machines in its stores to dispense free samples of skincare products, according to Tejas Kapadia, head of marketing of the year-old startup that has 12 stores across India and a website.

The Swiss brand out-sparkles rivals with a strategy aimed at driving sales as well as image. This year the company dressed Greta Gerwig, Demi Moore and Bella Hadid as well as hosting clients to view (and purchase) its high jewellery range.

Shares of the North Face owner, which have declined 34.5 percent so far this year, were down nearly 8 percent in extended trading.

In its fiscal fourth-quarter earnings, the beauty company reported that sales increased 77 percent to over $1.02 billion for the 12 months ending on Mar. 31, 2024.

Lower prices compared to department stores and cooling inflation have allowed shoppers more room to shop outside just essentials, boosting demand across product categories for the off-price retailer.

Sophie McElligott will be responsible for overseeing the business’ global expansion and marketing strategy.