H&M Expands Into Indian Beauty Market Competing with Lakme, Nykaa and Tira

H&M is charting new territory in India by venturing into the country’s thriving beauty and personal care market, as per the news reports. With a focus on trend-led, affordable beauty offerings, the Swedish fashion giant will now compete head-on with major players such as Lakme, Nykaa, Tira and L’Oreal.

H&M Taps India's $34 billion Beauty Market 

Entering India’s beauty space a decade after its fashion debut, H&M introduces its private-label beauty segment. Aimed at young, style-conscious consumers, the product portfolio includes makeup, perfumes, and beauty accessories. 

H&M looks to leverage its fashion brand value and appeal to Gen Z and millennials by offering a full head-to-toe style package. Products are available both in-store and on its digital platform.

Affordable Product Range with Local Manufacturing Support

H&M’s pricing targets the mass-affluent Indian demographic, with makeup products priced below ₹799 and fragrances starting at ₹1,299. This strategic pricing puts H&M in direct competition with mid-range brands like Lakme and L’Oreal, as well as with e-commerce leaders such as Nykaa and Reliance-backed Tira. A significant portion of the beauty collection is being manufactured in India, ensuring cost efficiency and relevance to local preferences.

Enhancing Fashion Offerings with Beauty - A Strategic Synergy

By integrating beauty products into its retail outlets, H&M aims to boost brand loyalty and provide consumers with a seamless fashion-beauty shopping experience. This aligns with its global strategy of transforming its retail space into a one-stop destination for budget-friendly style, now including beauty routines. The company highlights inclusiveness and trend-driven options as key pillars of its new category launch.

Read More: Nykaa Delivers Strong Q2 FY2026 Growth Led by Beauty and Fashion Segments!

Rising Competition in India's BPC Segment

The Indian beauty and personal care market is projected to touch $34 billion by 2028. With this move, H&M challenges established beauty powerhouses and digital-first D2C brands. Its trusted international reputation, coupled with local manufacturing, gives it a potential edge in blending quality and affordability.

Conclusion

H&M’s foray into India’s competitive beauty market reflects its intent to diversify and strengthen its presence beyond fashion. Through accessible pricing, in-house branding, and strategic positioning against established local and global players, the company is poised to attract a new wave of beauty shoppers across India.

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