Recode Studios has signed a term sheet to acquire up to 51% equity in Aflairza Professionals, the company behind premium beauty brand Aflairza, in a deal structured across two phases combining promoter share purchases with fresh capital infusion.
Phase one sees Recode acquire a 33% stake for Rs 8.32 crore, split evenly between buying promoter shares and injecting new capital into the business. The company plans to scale its holding to 51% in phase two, contingent on agreed milestones.
Founded by Sagar Urvish Gandhi and Deep Parekh, Aflairza builds premium cosmetics using Korean formulations, catering to both beauty professionals and everyday consumers. Post-transaction, the founders will continue running day-to-day operations, while Recode will nominate a representative to the company’s board – a structure that keeps founder vision intact while adding institutional backing.
Dheeraj Bansal, Chairman & MD of Recode Studios, called Aflairza’s premium positioning and differentiated formulations a strong fit for Recode’s broader Beauty & Personal Care strategy, pointing to its ability to command superior value realisation as proof of growing consumer acceptance in the premium segment.
Bansal added that Recode intends to bring its product development capabilities, distribution network and operational muscle to accelerate Aflairza’s next growth phase, with the shared goal of building one of India’s leading premium beauty businesses.
The deal adds to Recode’s growing appetite for aspirational consumer brands – and signals continued investor confidence in India’s booming K-beauty-inspired skincare and cosmetics wave.
