Recode Studios Signs Strategic Deal to Acquire Stake in Premium Beauty Brand Aflairza
Ludhiana | 14 July 2026: Recode Studios Limited has entered into a strategic investment term sheet to acquire up to a 51% equity stake in Aflairza Professionals Private Limited, the company that stands behind AFLAIRZA, an emerging premium luxury beauty and cosmetics brand.The proposed acquisition is structured across two phases, involving both a secondary purchase of shares from existing promoters and a primary capital infusion into the business. Through this strategic move, Recode aims to accelerate Aflairza's expansion by strengthening manufacturing capabilities, enhancing distribution networks, expanding its portfolio of premium luxury beauty products, and boosting the brand's visibility across online and offline retail channels.
Under Phase I of the transaction, Recode will initially acquire a 33% stake for an aggregate consideration of ₹8.32 Crore. This initial investment will be equally allocated between the purchase of promoter shares and fresh capital infusion into Aflairza. Following the successful achievement of agreed milestones, Phase II intends to see Recode increase its shareholding to 51%, making it the majority shareholder in the premium Beauty & Personal Care (BPC) segment.
Aflairza Professionals, founded by Mr. Sagar Urvish Gandhi and Mr. Deep Parekh, has established itself as a premium luxury brand offering professional-grade products developed with advanced Korean formulations. The company boasts a growing portfolio of innovative and high-performance cosmetics tailored for beauty professionals and discerning consumers across India.
In terms of operational governance, the existing promoters will continue to lead Aflairza’s day-to-day operations, ensuring continuity in leadership while benefiting from Recode's strategic guidance and financial resources. Furthermore, Recode will appoint a representative to the Board of Directors to support governance, strengthen the brand's premium positioning, and drive long-term value creation.
Dheeraj Bansal, Chairman & Managing Director at Recode Studios Limited, commented on the investment, stating that it represents an important milestone in the company’s strategy of partnering with high-potential consumer brands. He noted that Aflairza has built a strong portfolio backed by premium luxury positioning and differentiated products, capable of commanding superior value realization due to growing consumer acceptance.
Bansal added, "This acquisition is well aligned with our strategic focus on expanding our presence in the Beauty & Personal Care (BPC) category... We look forward to building one of India's leading premium beauty businesses over the coming years," leveraging Recode’s product development capabilities and distribution network alongside the founders.
Recode Studios Limited itself is a fast-growing Indian beauty and personal care brand, offering over 350 SKUs across cosmetics, skincare, and personal care categories. The company operates on an asset-light model, focusing on branding and marketing while maintaining a strong omnichannel presence through its extensive retail network and e-commerce platforms.
Aflairza Professionals is based in Ahmedabad and has been operating for over five years in the industry. It specializes in marketing and distribution of professional-grade makeup and personal care products, utilizing advanced Korean technology to deliver premium beauty solutions across various sales channels.
Stock Price Movement
Recode Studios Ltd shares settled on Tuesday, falling 3.29% to close at ₹180.60. The stock experienced significant volatility throughout the day, fluctuating between an intraday high of ₹187.50 and a low of ₹179.00.Disclaimer: Due care and diligence have been taken in compiling and presenting news and market-related content. However, errors or omissions may arise despite such efforts.
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