Beauty brand, Anastasia Beverly Hills (ABH), expanded its presence in the Indian market. The conpany opened its first store in India at DLF’s “Mall of India” in Noida near India’s capital. offering a range of cruelty-free cosmetic products. This expansion is part of ABH’s brand growth strategy in India, executed in partnership with House of Beauty.
ABH’s journey in India began in 2019 through a partnership with Sephora. In 2020, the brand launched on House of Beauty’s e-commerce platform, Boddess. In 2021, House of Beauty took over ABH’s representation and distribution in India, leading to significant growth and expansion.
The brand follows a multi-channel approach in India, maintaining an online presence through e-commerce platforms such as Nykaa, Tira, Tata Cliq Luxe, Palette, and Myntra. Offline, ABH products are available at Sephora and SS Beauty stores. India is currently the only country with exclusive ABH retail boutiques, located in Noida and Mumbai.
To strengthen its connection with Indian consumers, ABH signed Bollywood actress Malaika Arora as itsbrand ambassador in India.
The Indian beauty market presents a significant opportunity with the Beauty and Personal Care market expected to reach $38 billion by 2028. Factors driving this growth include increasing demand for international beauty brands, a growing young consumer base, rising awareness, higher disposable income, and increased spending capacity.
ABH’s entry and expansion in the Indian market demonstrate the growing appeal of international beauty brands in India and the country’s potential as a key market for the global beauty industry.
Last updated: December 26th, 2025
