Recode Studios has signed a strategic investment term sheet to acquire up to a 51 per cent stake in Aflairza Professionals, the company behind premium beauty brand AFLAIRZA, marking its expansion in India’s premium beauty and personal care segment.
The proposed transaction will be executed in two phases, combining the purchase of existing promoter shares with a fresh capital infusion. In the first phase, Recode will acquire a 33 per cent stake for INR 8.32 crore, with the investment equally split between a secondary share purchase and a primary capital investment. Subject to the achievement of agreed milestones, the company plans to increase its holding to 51 per cent in the second phase, becoming the majority shareholder.
The investment will be used to strengthen Aflairza’s manufacturing capabilities, expand its portfolio of premium beauty and personal care products, enhance distribution, and grow its presence across online and offline retail channels.
Founded by Sagar Urvish Gandhi and Deep Parekh, Ahmedabad-based Aflairza Professionals offers professional-grade beauty and cosmetics products developed using Korean formulations. The founders will continue to manage the company’s day-to-day operations following the investment, while Recode will nominate a representative to the board.
Dheeraj Bansal, chairman and managing director, Recode Studios, said, “This proposed investment marks another important milestone in Recode’s long-term strategy of partnering with high-potential consumer brands. Aflairza has built a strong portfolio of innovative beauty products, backed by a premium luxury brand positioning and a differentiated product offering. The brand’s ability to command superior value realization reflects its growing consumer acceptance and reinforces its position in the premium beauty segment.”
He added, “This acquisition is well aligned with our strategic focus on expanding our presence in the Beauty and Personal Care (BPC) category through premium and aspirational brands. We see significant opportunities to leverage Recode’s product development capabilities, industry expertise, distribution network, and operational strengths to accelerate Aflairza’s next phase of growth.”
Recode Studios currently offers a portfolio of more than 350 SKUs across cosmetics, skincare and personal care categories through an asset-light business model, while Aflairza has built its presence in the professional beauty segment with premium products powered by advanced Korean technology.
