Anastasia Beverly Hills (ABH), celebrated for its artistry-led, high-performance products, has become a recognized name in India’s beauty market. Sold under House of Beauty, the brand has earned popularity for its signature brow services and innovative offerings, building a strong reputation in the bridal makeup segment through collaborations with trusted makeup artists and influencers. ABH is now looking to enter its next growth phase, with plans to expand to 250 premium retail stores in major metros and high-potential Tier II cities.
The brand combines its physical and digital presence to connect with a wide range of consumers. In stores such as Sephora, Nykaa Luxe, and Tira, ABH offers hands-on experiences, letting customers test products, explore textures, and enjoy personalized brow and makeup consultations. Online, the brand is accessible on platforms like Nykaa, Sephora, Tata Cliq, Amazon, and Myntra, reaching both metropolitan and smaller city audiences. Vikram Vijay Kant, Chief Business Officer at House of Beauty, explained that this dual approach helps the brand engage consumers everywhere while meeting the rising demand for premium makeup in smaller towns.
Currently, physical stores contribute the majority of revenue, providing interactive experiences that increase conversion and encourage larger purchases. At the same time, online sales are expanding rapidly, driven by convenience-focused younger shoppers and the growing interest in beauty products outside major cities. ABH has observed strong engagement from consumers in Tier II and III markets, particularly for its best-selling products and new launches.
Maintaining its premium image, ABH focuses on delivering products with exceptional performance and quality. Limited-edition collections, designer collaborations, and unique in-store experiences reinforce the brand’s value. During the recent festive season, ABH partnered with designer Abhinav Mishra to launch exclusive kits, resulting in a 35% hike in sales over the previous year, demonstrating how culturally relevant offerings, along with a premium retail experience, resonate with consumers.
Going forward, ABH aims to expand its retail footprint while exploring fast-commerce options to meet immediate demand for key products. By emphasising innovation, cultural resonance, and artistry-driven experiences, the brand is committed to growing a loyal consumer base across India, making ABH a preferred choice for everyday beauty as well as life’s most special moments, according to Kant.
