H&M Expands Into Beauty With Makeup and Fragrance Launch in India

A New Chapter for H&M India

H&M has taken a bold step into the Indian beauty market by launching its makeup and fragrance line, marking the debut of H&M Beauty in the country. Timed with the tenth anniversary of H&M India, the launch expands the brand’s portfolio beyond fashion and home into the highly competitive beauty category. This move highlights H&M’s ambition to create a complete lifestyle offering for Indian consumers.

A Wide and Inclusive Product Line

The H&M Beauty collection includes over 200 products spanning makeup, fragrance, and beauty tools. The brand has combined local production of cosmetics and fragrances with globally sourced beauty accessories to ensure the perfect balance of innovation and accessibility. Standout products in the lineup include the Satin Icon Lipstick, Mad for Matte Liquid Lipstick, Never Ending Lash Mascara, and the versatile Do it All Stick Blush. The new Eau de Parfum collection has been developed with vegan formulations to provide richer and more conscious scent experiences, aligning with the preferences of modern beauty consumers.

Vegan and Cruelty Free Commitment

In a market increasingly drawn to ethical and sustainable beauty, H&M has positioned its entire range as vegan and cruelty free. The pricing strategy reinforces accessibility with makeup under Rs 799 and perfumes starting at Rs 1299. By focusing on trend led and affordable beauty, H&M is targeting a wide spectrum of Indian consumers from young trend seekers to conscious buyers.

Nationwide Rollout and Omnichannel Strategy

The H&M Beauty concept will be available from October 2, 2025, across all H&M stores in India and online through hm.com. This dual strategy ensures that the collection is accessible to customers across metros, tier two cities, and smaller towns. With omnichannel reach, the brand strengthens its connection with both in store shoppers and India’s fast growing base of online consumers.

Leadership on the Launch

Helena Kuylenstierna, Director of H&M India, expressed pride in bringing this concept to the country, saying that the launch is a milestone in H&M’s journey and a step toward making fashion and beauty more accessible. Cathrine Wigzell, Global General Manager of H&M Beauty, emphasized that the ambition is to create a destination where fashion and beauty come together seamlessly. She highlighted the focus on design, quality, inclusivity, and the importance of self expression, promising that every customer would find a complete and empowering look whether shopping in store or online.

Shaping the Future of Beauty in India

With this launch, H&M is not only marking a milestone in its own journey but also adding new energy to the Indian beauty market. By combining affordability, inclusivity, ethical formulations, and an omnichannel presence, H&M is well positioned to attract beauty consumers who are looking for both quality and conscience in their products.

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