Helena Kuylenstierna, Director, H&M India
Swedish fast fashion retailer H&M, which has completed a decade in India, is betting big on the “dynamic” beauty segment in the country. The company has also recently introduced the “elevated store” concept in the country to offer a more immersive shopping experience as part of its strategy to transform its retail stores.
The global fashion retailer announced the launch of H&M Beauty concept in India in September, marking the expansion of its presence beyond fashion and home segments in the country.
“H&M Beauty is designed to complement our fashion offering, creating a holistic lifestyle destination for our customers. India’s beauty market is dynamic, and we see tremendous opportunity to introduce products that are trend-driven, accessible, and relevant to our audience. We are starting with a carefully curated, all-vegan assortment of makeup and fragrances made in India, available across all our stores and on hm.com. It has been encouraging to see the interest in H&M Beauty from our customers,” Helena Kuylenstierna, Director, H&M India, told businessline in response to emailed queries.
The brand’s beauty portfolio in India consists of over 200 products across makeup, fragrances, and face tools. Meanwhile, the company decided to also introduce “elevated store format” with the reopening of its store at H&M DLF Mall of India.
“The elevated store format at our DLF Mall of India store in Noida, is designed to offer an immersive shopping experience. The layout has been reimagined with an increased focus on fashion, calmer and more spacious areas, and enhanced lighting. Fitting rooms have been reimagined while digital elements allow customers to explore inspiring ideas. This format places the product at the heart of the customer journey, offering curated style inspiration. This is a first step in evolving our store experience, and we’re learning from how customers respond here to guide how we shape future store concepts across India,” she stated.
Currently, the brand has 66 stores in India including the launch of two new stores in Gangtok and Faridabad in recent months. “We will continue our approach of expanding thoughtfully while strengthening our omnichannel capabilities and enhancing customer experience. Our focus at H&M remains on reaching fashion aspirers across the country. While we continue to strengthen our digital presence, physical stores play a key role in bringing our brand to life,” Kuylenstierna added.
Published on October 22, 2025
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