Editor’s Note
H&M is expanding its presence in India by entering the competitive beauty sector, a strategic move after more than a decade in the market. This pits the fast-fashion retailer against established giants and emerging local brands.
After spending over a decade in the Indian market, H&M is now preparing to step into the beauty products sector. According to a TOI report, the Swedish fast-fashion giant will now be seen in the beauty products sector in addition to its clothing and home products. In this sector, H&M will now have to compete with major industry players like Hindustan Unilever’s Lakme, L’Oreal, Reliance’s Tira, Nykaa, and several emerging domestic D2C beauty brands. H&M has long been popular among Gen Z and millennials, especially for its affordable and trend-driven fashion. Now, leveraging this brand value, the company is launching a private-label beauty range, designed to complement their fashion products.
The company will sell its beauty products only at H&M fashion stores and online platforms. Makeup products will be priced under 799 rupees, while perfumes will start at 1,299 rupees, reflecting a focus on India’s mass-affluent segment. This segment is a major driver of the country’s Beauty and Personal Care (BPC) market, which is estimated to reach $34 billion by 2028.
In this price range, H&M will compete with private-label products from omnichannel platforms like Lakme, L’Oreal, Nykaa, and Tira. A large part of H&M Beauty’s launch portfolio, which includes makeup, perfumes, and beauty tools, is locally manufactured. However, some products will be sourced globally to offer innovative offerings without compromising on quality.
With this expansion, H&M aims to replicate its success in fashion in the beauty category and provide Indian customers with a “head-to-toe” style experience under one trusted brand.