Indian Retailer – How Kylie Cosmetics Plans to Break into India’s Top 10 Premium Beauty Brands

India presents a compelling opportunity for beauty brands that have an inclusive and global outlook in their product offering and persona. For Kylie Cosmetics, this expansion is a very natural next step. India’s young demography, increasing digital consumption, and customer movement to premiumization align perfectly with the brand’s DNA, making it the perfect destination. House of Beauty recognizes this potential and has partnered with Coty Inc. to bring Kylie Cosmetics to India for its focus on quality, innovation, and customer experience that resonates well with Indian consumers seeking premium beauty products.

“India plays a pivotal role in Kylie Cosmetics’ global growth strategy, offering significant market size and potential, diversification of revenue streams, and strategic location for expansion into neighboring markets. The country provides valuable opportunities for innovation and customer insight, driving growth through focused marketing and product strategies,” said Sanjali Giri, Chief Business Officer, House of Beauty.

Available Exclusively at Sephora India

Partnering with Sephora India was a strategic decision for Kylie Cosmetics, to provide an exclusive experience to Indian consumers via a globally established and leading premium beauty retailer. Its extensive network of premium consumers across India and expertise in providing global standards in customer experience and brand activations give the brand the required platform. “This alliance enhances the brand’s credibility and customer centricity, aligning with its strategy to offer high-quality products and experiences,” she explained.

To drive growth, Kylie Cosmetics has a well-chalked-out phase-wise expansion plan for the market that ensures its reach and presence in the most effective manner. As a brand, Kylie Cosmetics is committed to a strong omni-channel presence to ensure end-to-end customer experience with specific initiatives and focus on digital to recreate its global digital supremacy in the market.

“By the end of 2025, the brand will be present in multiple premium omnichannel retail spaces,” added Sanjali.

Kylie Jenner’s Influence Captivates Indian Beauty Fans

In India, celebrities, especially international ones, have a profound influence on consumer behavior, shaping trends and driving product choices. Kylie Jenner, as a global icon, holds immense sway in the Indian market, where her fashion, lifestyle, and beauty choices are closely followed. Indian consumers, particularly younger generations, are drawn to brands endorsed by international celebrities, seeing them as aspirational figures.

Kylie Jenner’s involvement in promoting her products adds to this appeal, as her authenticity and hands-on approach create a deeper connection with her audience. “She not only endorses the brand but actively showcases how she uses and develops the products herself. By sharing tutorials, behind-the-scenes content, and real-life applications of her cosmetics, Kylie brings an authenticity that resonates deeply with Indian consumers, who value both celebrity influence and genuine recommendations,” stated Giri.

Customer Response & Trends

The response to Kylie Cosmetics in India has been encouraging, with a particularly strong performance in the lip category. The brand itself emerged from its iconic lip products, notably the Kylie Lip Kits, which quickly gained a cult following and set the foundation for Kylie Cosmetics’ success. Over time, Kylie Cosmetics has grown into a full-fledged beauty brand, but the lip segment continues to be a major driver of its popularity.

“In India, consumers have shown a deep love for premium, cruelty-free, and vegan lip products. Responding to recent trends and demands of GenZ, we have introduced tinted butter balms and lip oil variants to the Indian market, which have been met with great enthusiasm. This focus on hybrid products, combining makeup and skincare, aligns perfectly with evolving consumer preferences, and continues to guide our innovation and product development strategies,” asserted Sanjali.

Upcoming Launches

The brand recently entered into the fragrance segment with the ‘Cosmic’ line. This decision was further supported by Kylie Cosmetics’ strong customer loyalty and strategic alignment with global product growth. The ‘Cosmic’ line, designed to appeal to a wide range of consumer preferences, enhances the brand’s position within India’s rapidly expanding beauty market.

Additionally, just in time for the festive and winter season, the brand also launched tinted butter balms, lip oils, and an eyeshadow palette.

“By 2025, we have an exciting lineup planned, including the compact foundation, plumping powder lips, lip and cheek blush tint, and supple kiss lip glaze—all of which are already global favorites,” she noted.

Aims for Top 10 in India

The brand’s vision is to establish Kylie Cosmetics as a leading and most accessible celebrity beauty brand in India by driving growth, fostering strong customer relationships, and staying ahead of market trends. To meet the growing demand for premium international brands, it plans to expand its product portfolio, offering Indian consumers the high-quality, trend-setting products they seek.

“Kylie Cosmetics aims to be in the Top 10 premium cosmetics brands in India in its first 3 years in the market,” concluded Giri.

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