Anastasia Beverly Hills aims to accelerates its India growth through omnichannel expansion. Looking forward to premium retail scale-up, the brand is targeting its presence in 250 stores. Read along to know more.
Known globally for its artistry-led approach and high-performance makeup, Anastasia Beverly Hills (ABH) has established itself as a premium force within India’s fast-evolving beauty market. In India, ABH is retailed under House of Beauty. The brand has built strong recall for its iconic brow products, signature services, and trusted association with professional makeup artists, particularly in the bridal segment.
As part of its next growth phase, ABH is planning a significant offline expansion, targeting presence in 250 premium retail stores across metros and high-potential Tier II cities over the next two years.
Omnichannel strategy driving scale
ABH operates through a well-integrated omnichannel model, balancing immersive offline retail with strong digital reach. Offline, the brand focuses on experiential retail across premium beauty destinations such as Sephora, Nykaa Luxe, Tira, and other multi-brand outlets. It offers consumers opportunities to test products, experience textures, and engage with brow services and artistry-led consultations.
Online, ABH maintains a strong footprint across platforms including Nykaa, Sephora, Tira, Tata Cliq, Amazon, and Myntra. This dual-channel presence enables the brand to reach both urban beauty enthusiasts and consumers in emerging markets, ensuring wide accessibility without diluting its premium positioning.
Offline leads, online accelerates
Offline retail continues to contribute the larger share of ABH’s revenue. This is due to higher conversion rates and stronger average order values in high-touch retail environments. The ability to physically experience products remains critical in prestige beauty, particularly for complexion and brow categories.
At the same time, e-commerce is emerging as the brand’s fastest-growing channel. Increased digital adoption, convenience-led shopping behaviour, and rising demand from Tier II and III cities have positioned online platforms as a key growth driver for the brand’s future.
Premium beauty beyond metros
Demand for premium beauty is no longer limited to metro markets. Social commerce, creator-led content, and digital discovery have fuelled awareness and aspiration in smaller cities. For ABH, e-commerce plays a crucial role in servicing these regions, with strong traction seen across hero categories and new launches.
As premiumisation deepens in Tier II and III markets, these regions are likely to contribute an increasingly significant share to overall growth.
Festive momentum and cultural relevance
The recent festive season marked a strong performance for ABH, supported by a limited-edition collaboration with Indian designer Abhinav Mishra. Inspired by traditional mirror-work aesthetics, the festive kits resonated with consumers across channels, boosting gifting, driving first-time trials, and delivering a 35 percent year-on-year growth during the period.
Strengthening leadership in a competitive market
ABH continues to differentiate itself through innovation, pro-grade formulations, and a strong focus on culturally resonant artistry. Its deep engagement with Indian makeup artists and real bridal narratives has helped build credibility and loyalty, particularly within the bridal makeup ecosystem.
Looking ahead, the brand’s strategy centres on deeper offline penetration, faster access through emerging quick-commerce partnerships, and a sharper focus on community-building. Together, these efforts aim to position Anastasia Beverly Hills as a leading prestige beauty brand across everyday beauty needs and milestone moments in India.
