House of Beauty (HOB), the retailer in India for Kylie Cosmetics, Anastasia Beverly Hills (ABH), and Max Factor, is aiming for 100% growth in FY26.
To reach this goal, the company plans to use a mix of online and offline strategies, introduce new products, and reach more customers all over India.
Rahul Shanker, Group CEO of Quest Retail and House of Beauty, told ETRetail that the company will focus on expanding both its physical stores and online presence. HOB currently has over 250 locations and is available on 10 online platforms.
While ABH brings in more than half of the income right now, Kylie Cosmetics is growing fast and is expected to catch up soon. Max Factor is also going into smaller cities, showing that the direct-to-consumer market in India is growing beyond just the big cities.
Kylie Cosmetics is now available on Reliance Retail’s Tira, after being sold only at Sephora before. Next, it will be available at Nykaa. This change is part of HOB’s plan to make its products available to more people. By the end of the year, Kylie is expected to have more than 50 new products, making it one of the biggest product launches in the Indian beauty market in 2025.
Anastasia Beverly Hills, known for its popular brow products and makeup, will add more blushes and lipsticks to its collection. It will also grow through Nykaa’s stores and fast delivery options. Max Factor is focusing on smaller cities in India by creating partnerships with local stores and building networks, making its products available outside of the major cities. This shows that consumer behavior is changing, with more people wanting these products in smaller towns.
Marketing is still very important for HOB’s growth. The company is using beauty trends, influencers, and partnerships with stores to get people involved. North India, especially Delhi, is doing well for both Kylie and ABH, while cities like Mumbai are still strong markets. Max Factor’s entry into smaller cities is helping the company build customer loyalty in the competitive beauty market.
Besides its international brands, House of Beauty also owns Boddess and The Honest Tree, but it is not currently expanding these brands. Shanker said that the company is in talks with other international beauty brands and expects to add at least one new brand in the coming year. The goal is to double the business every year for the next three years, making HOB a strong player in the direct-to-consumer market in India.
For investors watching the direct-to-consumer industry, House of Beauty’s growth and its ability to combine online and offline strategies with global partnerships make it an interesting company to watch. HOB is showing that to grow beauty brands in India, you need both good distribution and a good story that connects with consumers.
