Tira breaks beauty barriers in India by embracing all beauty enthusiasts and championing accessible beauty for all genders. Positioned as your beauty BFF Tira guides customer journeys in-store and online with a cheerleader style tone of voice, supportive and relatable. Inspired by the Indian goddess of love, Tira's identity boasts vibrant pinks and reds with brushstroke typography reflecting makeup strokes. The brand's visual language is fluid, organic and fun, mirroring a passion for beauty.