Swedish fashion retailer H&M is widening its Indian portfolio beyond clothing and home décor, making a bold debut in the country’s fast-growing beauty and personal care market. The entry positions H&M directly against established names such as Lakme, L’Oréal, Nykaa, and Reliance’s Tira, as the global brand looks to tap into India’s expanding mass-affluent consumer base.
A decade after launching its first fashion outlet in India, H&M will now introduce its in-house beauty line across its physical stores and online platform. The private-label collection includes makeup, perfumes, and beauty tools designed to align with the brand’s trend-led fashion sensibility.
Cathrine Wigzell, Global General Manager of H&M Beauty, told The Times of India that the new line represents a natural extension of the brand’s fashion offering. “We bring a trend-driven, inclusive assortment that allows customers to create a complete look from head to toe. Our strong presence in fashion gives us credibility and trust in this new category,” she said.
H&M’s pricing strategy underscores its focus on accessibility, with most makeup products priced under ₹799 and perfumes starting at ₹1,299. This puts the brand in the same bracket as Lakme and L’Oréal, while also rivaling private-label lines from digital-first platforms like Nykaa and Tira.
A significant share of the H&M Beauty portfolio is being manufactured locally, though select products will continue to be sourced globally to maintain quality consistency.
The move comes as India’s beauty and personal care market is projected to reach $34 billion by 2028, according to industry estimates. For H&M, the expansion marks more than just a diversification — it’s an attempt to transform its fashion authority into a lifestyle brand that delivers a complete style experience for India’s young, aspirational shoppers.
