"India Is A Booming Market For Beauty, And Global Players Who Aren't Here Are Definitely Experiencing FOMO," Medhavi Nain, House of Beauty
India’s beauty scene is having a serious glow-up—and the world is watching. With a jet-setting, trend-chasing consumer base, the country has become a must-enter market for global beauty brands.
In this interview, Medhavi Nain, Marketing Lead – International Beauty Brands at House of Beauty, takes us behind the scenes of what it takes to bring icons like Kylie Cosmetics and ABH to Indian shelves.
Edited excerpts…
How do you decide which international brands are right for the Indian market?
We operate as an aggregator for global cosmetic and skincare brands and have carved out a niche in the space of prestige beauty. Whether it’s ABH (Anastasia Beverly Hills) or Kylie Cosmetics, both brands resonate strongly with aspirational and trend-driven Indian consumers.
The decision to bring a brand on board is two-fold: first, identifying the existing demand and gap in the Indian market, and second, the brand’s own interest in entering the country.
For example, there was a clear demand for Kylie Cosmetics before we introduced it here. That kind of consumer pull drives us to reach out to brands and pitch India as their next destination.
At the same time, international brands approach us too. India is currently a booming market for beauty, and global players who are not here are definitely experiencing a bit of FOMO. They recognise the potential and want to be part of the action.
Could you talk about the allure of Kylie Cosmetics or the Kardashian on Indian consumers?
Kylie has long been seen as a glam icon. There’s a strong aspirational connect—consumers want to emulate her, follow her trends and recreate her looks. Back in 2015, when she launched her lip kits, it caused a frenzy and revolutionised beauty trends. That wave caught on in India too.
Today, the Indian audience is affluent. They travel, follow international influencers, and keep up with worldwide beauty trends. When Kylie launches something, it immediately becomes a point of interest in India as well.
Do you think the international marketing is enough to drive demand in India, or does it need to be localised further?
A brand launching internationally will keep in mind international audiences in, say, Japan, Korea and India, but there is so much more we can do.
We take that global inspiration and add a local touch to it. We create local touchpoints through influencers, key opinion leaders (KOLs), and makeup artists. They help translate the brand language to suit Indian skin tones, cultural nuances and aspirational aesthetics.
For instance, in India, we often highlight a flawless, airbrushed makeup look. Whereas in the US, the preference might be for raw, unfiltered textures—like showcasing acne under foundation. The approach has to shift accordingly. Our job is to be the bridge between global innovation and Indian relevance.
How do you build brand love for niche or premium beauty brands in a price-sensitive market like India?
Each brand we represent has a unique target audience. For instance, ABH speaks to a more mature, affluent audience—those who appreciate artistry and have the spending power. Kylie, on the other hand, appeals to Gen Z and younger millennials who are trend-driven and playful with beauty.
Yes, India is price-sensitive, but our consumer base tends to have high disposable incomes. These are the people who travel abroad at least twice a year, attend international fashion events, and stay ahead of beauty trends.
They would otherwise bring these products from overseas. Our role is to offer these same products within the country, making them accessible without the hassle.
Where is this premium beauty consumer located, and how do you reach them effectively?
Instagram continues to be our most impactful platform. It’s dynamic, visual and perfectly suited for beauty storytelling. For Kylie Cosmetics, we work through the global handle, but we heavily leverage local influencer content via our retail partners’ platforms.
With ABH, we have a dedicated India handle where we run masterclasses, post content from trainers, and highlight user-generated content. These touchpoints help create community, educate consumers and keep the brand conversation going in real time.
What’s the most exciting part about working in India’s beauty space right now?
I’ve been working in the beauty industry for about five years now, and I can confidently say—it’s never been more exciting! There’s constant innovation, creativity and momentum. I handle marketing for multiple brands under House of Beauty, including our hero brands: Anastasia Beverly Hills, Kylie Cosmetics and Max Factor.
Each brand has something new up its sleeve all the time. We just launched a blurring serum foundation and setting spray with ABH. Kylie’s Cosmic 2.0 Perfume is now launched. And Max Factor has another exciting drop scheduled next month.
Personally, I love playing with makeup—trying it on myself, experimenting with looks, sharing products with the team, and seeing how a single shade or formula looks different on different skin tones.
Beyond the glam, there’s also a lot of science involved. For example, Max Factor is deeply rooted in technology and innovation—something many don’t realise. Each brand has its strengths, and our job is to highlight those in ways that make them connect deeply with our Indian consumers.
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