Homegrown beauty brand House of Makeup is making a splash as one of India’s fastest-growing direct-to-consumer (D2C) brands.
Harlin Sachdeva founded the company in 2019. The brand is all about offering luxury-quality, clean makeup designed for Indian skin tones. They’re planning to open 10 exclusive brand stores by next year and aim for a turnover of ₹500 crore within three years.
Sachdeva noticed that skincare was becoming cleaner, but makeup wasn’t. Most companies were using cheap ingredients but charging high prices. She saw an opportunity to create a brand that balances quality with reasonable prices, so customers don’t have to choose between good products and safety.
House of Makeup follows the European Directive, which has strict safety standards, and avoids over 1,300 harmful ingredients. Their products are vegan, cruelty-free, and clinically tested. This approach has helped them achieve a 67% repeat customer rate, which is hard to do in the Indian market. They stand out from competitors like Nykaa Beauty, Sugar, MAC, and Bobbi Brown by offering clean, safe, and effective makeup.
One thing that makes House of Makeup interesting is how they balance premium quality with prices that people can afford. With an average price of ₹550–600, they offer high-end products at mid-range prices. This helps them reach more Indian consumers who want luxury without spending too much.
The brand has a strong online and offline strategy. They started offline in 2019 but shifted online during the pandemic. Now, they sell through Amazon, Nykaa, Tira, Zepto, Blinkit, and their own website, which makes up nearly 50% of their sales. Their Skin Tint is their most popular product, accounting for 65% of sales, followed by concealers and correctors. They also plan to launch on Instamart soon.
The company is currently bootstrapped, has reached break-even, and is growing by 20–22% each month. They’re now looking for funding from investors or brand partnerships to expand offline and create new products. They plan to open 10 new stores in cities like Mumbai, Delhi, Bangalore, Hyderabad, and Pune, and partner with retailers like Nykaa and Tira.
House of Makeup is a D2C that shows how brands can grow by focusing on safety, performance, and reasonable prices. Their clean products, strong online and offline presence, and expansion plans position them as a top D2C brand. Their growth will be watched closely, not just in India but also as they aim to put Indian beauty brands on the global stage.
