From Fashion Runways to Beauty Aisles: H&M’s Bold Bet on India’s Glam Market

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Swedish retail giant H&M has expanded into India's booming beauty market, launching over 200 private-label products including makeup, perfumes, and beauty tools. Targeting the mass-affluent segment with affordable pricing, H&M aims to leverage its strong fashion brand to compete with established players like Lakme, Nykaa, and Tira.

Swedish fashion giant H&M has officially entered India’s fast-evolving beauty market, unveiling its private-label H&M Beauty range on October 2, 2025. Marking a significant milestone in its 10-year India journey, the brand extends beyond apparel and home products to offer an inclusive, trend-driven beauty collection designed to complement its fashion lines.

Key highlights of H&M's beauty launch in India:

H&M Beauty features over 200 products, including makeup, fragrances, and beauty tools, available exclusively through H&M stores and online at hm.com.
Makeup products are priced under ₹799, while perfumes start at ₹1,299, targeting India's mass-affluent segment—a key driver of the country’s $34 billion beauty and personal care market projected by 2028.
The collection includes hero products such as Satin Icon Lipstick, Mad for Matte Liquid Lipstick, Never Ending Lash Mascara, and Do-it-All Stick Blush, along with a new vegan formula Eau de Parfum line offering intense and versatile scents.
A significant portion of the products is locally produced, designed to suit Indian consumers' preferences and climatic conditions, while some products are sourced globally to ensure quality and innovation.
H&M aims to align fashion and beauty under one trusted brand, offering customers a complete head-to-toe style experience that promotes inclusivity and accessibility.
Cathrine Wigzell, Global General Manager at H&M Beauty, highlighted the natural connection between fashion and beauty, emphasizing that the offering is not about exclusivity but making high-quality, fashion-forward beauty accessible to all.
The launch strategically positions H&M to compete directly with established players such as Lakme, L’Oreal, Reliance-owned Tira, and digital-first brands like Nykaa, tapping into the growing Indian middle-class beauty segment.
This move enhances H&M's lifestyle brand presence in India and caters to style-conscious Gen Z and millennials who seek an integrated beauty and fashion shopping experience.

This launch signals H&M's ambition to not just keep pace with but to potentially reshape India’s beauty landscape by offering fashion-inspired, affordable, and quality beauty products tailored for today’s young consumers.

Sources: Economic Times, Times of India, Business Standard, Financial Express, FashionUnited

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