India’s beauty and personal care industry has been on a robust growth trajectory, driven by a surge in disposable income, increased awareness of global beauty trends, and the expanding influence of social media. In 2022, the industry was valued at approximately $16 billion, and it is expected to grow at a CAGR of 8% from 2023 to 2028, projected to surpass $26 billion by 2028. This surge has seen more consumers gravitating towards premium and luxury products, cruelty-free and clean beauty formulations, and personalised beauty experiences. The rise of e-commerce and influencer marketing has also accelerated the beauty market’s growth, positioning India as a strategic hub for international beauty brands.
One such global player making waves in India is Anastasia Beverly Hills (ABH). Known for pioneering the eyebrow revolution, ABH was founded by Anastasia Soare, who built a brand celebrated worldwide for its precision and innovation. ABH’s iconic brow products have redefined the global beauty landscape, and the brand has since expanded its portfolio to include a wide range of high-quality cosmetics for face, eyes, and lips. Entering the Indian market in 2019, ABH sought to cater to the country’s growing demand for premium beauty products. With a focus on inclusivity and empowering consumers to embrace their individuality, ABH has captured the attention of Indian beauty enthusiasts, establishing itself as a leader in the colour cosmetics segment.
In an exclusive conversation with IMAGES Business of Fashion’s Sanya Arora, Medhavi Nain, Head of Marketing at House of Beauty, discusses Anastasia Beverly Hills’ expansion strategies, the evolving beauty retail landscape in India, and how the brand is successfully connecting with the modern Indian consumer.
How is Anastasia Beverly Hills expanding its retail footprint in India?
Anastasia Beverly Hills is expanding its retail presence in India to provide a more immersive and personalised experience for customers. We are focusing on growing our strategic partnerships with premium retailers across the country, ensuring wider accessibility in all tiers.
Currently, ABH operates an omni-channel model, retailing through beauty platforms and shop-in-shop concepts. We have exclusive boutiques in Mall of India, Noida, and Phoenix Palladium, Mumbai, which are designed to provide an immersive brand experience. These stores, spread across 600 square feet collectively, offer our entire product range and are the first touchpoints for all new product launches in India. Additionally, we offer our signature brow service at these stores, using our patented Golden Ratio technique for eyebrow shaping.
What is the significance of Tier 2 and beyond cities in your expansion plans?
Tier 2 and 3 cities are absolutely critical to our expansion strategy. We recognise the growing demand for high-quality beauty products in these regions and are actively exploring opportunities to establish a strong presence there. Our strategy involves omni-channel visibility, ensuring that Anastasia Beverly Hills is accessible to a wider audience across India. We aim to create a seamless blend of physical and digital presence to meet the needs of consumers in these cities.
How important is e-commerce to your growth strategy in India?
E-commerce plays a fundamental role in our growth strategy. Given the increasing preference for online shopping and the widespread adoption of digital platforms, e-commerce has provided us with a direct channel to reach a vast audience. By partnering with leading e-commerce platforms such as Tira, Sephora, Nykaa, Tata Cliq, Myntra, Amazon, and Boddess, we have leveraged their extensive customer base to enhance our reach.
E-commerce also enables us to collect valuable data on consumer behaviour, preferences, and purchase patterns, allowing us to refine our marketing strategies and improve our product offerings.
What are your key performance indicators (KPIs) for online platforms?
Our KPIs for online platforms primarily revolve around category mix selling, average selling price, and the impact of focused marketing communication. We monitor these indicators closely to ensure that our digital strategy aligns with our overall business objectives.
How does Anastasia Beverly Hills connect with Gen Z consumers in India?
Gen Z is an important demographic for us, and they’re highly engaged with beauty and self-care products. This generation is heavily influenced by social media and digital trends. To connect with Gen Z in India, we prioritise collaborations with influencers; create visually compelling content, and engage actively on platforms like Instagram.
We also focus on educational content, such as makeup tutorials, which allow Gen Z to explore their creativity and express themselves through makeup. Furthermore, this generation values sustainability and cruelty-free products, which aligns perfectly with ABH’s brand ethos.
What role does social media play in ABH’s marketing efforts?
Social media has been a game-changer for us. Platforms like Instagram have allowed us to build a genuine connection with our audience. Through social media, we share tutorials, showcase our products, and engage with followers in real-time. Our strategy focuses on authentic content that resonates with our audience, and we work closely with influencers who align with our brand values. This has helped us build a loyal fan base and stay relevant in a fast-paced digital world.
Has ABH launched or planned any India-exclusive product lines?
At ABH, inclusivity is at the heart of our product portfolio, and we believe our products are universal in nature, catering to the diverse needs of Indian consumers. While we do not currently have India-exclusive product lines, we are constantly innovating to ensure that our products align with global beauty trends. Our focus remains on delivering high-quality products that meet the needs of Indian beauty enthusiasts.
How does the Indian beauty market differ from other global markets in terms of consumer behaviour?
The Indian market stands out due to its diversity. Indian consumers have distinct preferences based on their skin tones and concerns. There is a growing demand for cruelty-free and clean beauty products, driven by a desire for holistic well-being. Social media and influencer marketing also have a huge impact on purchasing decisions. Additionally, the aspiration for premium and luxury products is growing, driven by increasing disposable incomes and global exposure.
What impact has Anastasia Beverly Hills’ global reputation had on its growth in India?
Anastasia Beverly Hills’ global reputation has significantly influenced our growth in India. The brand’s iconic status and reputation for quality have created a strong foundation of trust among Indian consumers. From the moment we entered the Indian market, we saw a surge in brand awareness, largely due to our global presence. Additionally, partnerships with renowned influencers and celebrities have helped amplify our reach.
What are the key beauty retail trends in India that ABH is focusing on?
In India, we are focusing on omni-channel retailing, where consumers are seeking seamless online and offline experiences. Experiential retail is also gaining momentum, with customers looking for immersive and interactive shopping experiences. We are enhancing our in-store events, workshops, and beauty services to create a memorable brand experience.
How is ABH planning to leverage these trends to drive growth?
We will continue to expand our omni-channel presence and focus on experiential retail. By hosting in-store events and beauty services, we aim to build stronger customer relationships and foster brand loyalty. We also plan to enhance our influencer partnerships and leverage social media to reach a broader audience. These strategies will ensure that ABH maintains its strong position in the Indian market.
As India’s beauty industry continues to grow at an unprecedented pace, Anastasia Beverly Hills is well-positioned to capture a significant share of the market. By focusing on omni-channel retailing, experiential customer engagement, and strategic partnerships, ABH has established itself as a trusted name among Indian consumers. With its commitment to inclusivity, innovation, and providing an immersive shopping experience, Anastasia Beverly Hills is set to further expand its footprint across India, empowering consumers to embrace their individuality and beauty.
