Recode Studios acquires 51% stake in beauty brand Aflairza

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Beauty and personal care brand Recode Studios has acquired up to a 51% equity stake in Aflairza Professionals, a luxury beauty and cosmetics brand.
The proposed acquisition will be executed in two phases, combining a secondary purchase of shares from the existing promoters and a primary capital infusion into the business.
Through this investment, Recode plans to support Aflairza's growth by strengthening manufacturing capabilities, expanding its portfolio of beauty and personal care products, enhancing distribution networks, and increasing the brand's presence across online and offline retail channels.
Under the proposed transaction, Recode will initially acquire a 33% stake in Phase I for an aggregate consideration of Rs 8.32 crore, with equal allocation between the purchase of promoter shares and a fresh capital infusion into the company. Recode intends to increase its shareholding to 51% through Phase II, becoming the majority shareholder.
Founded by Sagar Urvish Gandhi and Deep Parekh, Aflairza Professionals is a beauty and cosmetics brand offering professional-grade products developed using Korean formulations.
As part of the proposed transaction, the existing promoters will continue to lead the company's day-to-day operations. Recode will also nominate a representative to the board.
Recode Studios Limited is a beauty and personal care brand offering a portfolio of over 350 SKUs across cosmetics, skincare, and personal care categories. The company focuses on product innovation, branding, marketing, and distribution while leveraging third-party manufacturing capabilities. It has an omnichannel presence through its retail network, e-commerce platforms, and distribution channels across India.

document fetched 2026-07-16 08:07