House of Beauty is building a premium beauty ecosystem in India: Rahul Shanker

When House of Beauty launched in the middle of the pandemic, the vision was straightforward: bridge the gap between Indian demand and global beauty innovation. Rahul Shanker, Group CEO, Quest Retail and House of Beauty, says, “Consumers wanted efficacious, trendsetting products, and we wanted to bring those brands to their doorstep.” 

Over time, the role expanded. House of Beauty evolved from a distributor into a brand-building partner and a full-fledged beauty ecosystem that balances global identity with local relevance.. Today, the company invests in consumer education, builds communities through activations, and ensures every brand maintains its global flair while being deeply relatable to Indian audiences. From Kylie Cosmetics’ high-energy India launch to Anastasia Beverly Hills’ cult palettes winning new fans, House of Beauty has rapidly become the gateway for international beauty giants looking to enter India.

Launching & Scaling An International Beauty Brand in India

Launching and scaling an international beauty brand in India begins with understanding both worlds: the brand’s global DNA and the nuances of Indian consumers. “There’s no plug-and-play,” says Shanker. The team identifies whitespace, builds trust through masterclasses, pop-ups, and collaborations, and leverages storytelling that feels aspirational yet accessible.

This strategy has helped expand brand perceptions. For example, Anastasia Beverly Hills, best known for its brow products, saw eye palettes and complexion lines rise as top performers once House of Beauty nudged consumers to explore beyond the obvious. Similarly, Kylie Cosmetics moved from lip kits to mascaras, glosses, and fragrances, powered by a Gen Z-centric narrative.

India’s diversity and price sensitivity posed early challenges. Premium beauty was often dismissed as a niche for the urban elite. “Our job was to make these global brands visible, available, and relatable,” Shanker notes.

Another hurdle was differentiation in a noisy market. With consumers already informed and digitally savvy, simply being present wasn’t enough. Instead, House of Beauty focused on authentic storytelling, consistent brand recall, and curated partnerships.

On the backend, the complexities of supply chain and compliance were turned into opportunities. The company built robust systems, becoming a reliable partner for global brands navigating India.

Growing Across Tier 1 & Tier 2 Markets

To grow the brands across multiple markets, House of Beauty varies by region. In Tier 1 markets, House of Beauty offers immersive launches, expert masterclasses, and high-touch events tailored for beauty-savvy consumers. In Tier 2, the focus is on accessibility — curating relevant product mixes, driving discovery through retail, and working with local creators who provide relatable yet aspirational touchpoints.

Across both, Shanker emphasizes, “The constant is demand for trusted, high-performance products.”

When it comes to content, storytelling starts with preserving a brand’s global identity and adding local flair for relatability.

• Kylie Cosmetics leans into playful, Gen Z-driven social trends with new-age influencers.
  
  
• Anastasia Beverly Hills emphasizes education-led content through makeup artists and professionals.
  
  
• Max Factor taps into artistry and professional expertise, building presence in Tier 2 and 3 markets via masterclasses.
  
  

The goal is to ensure every brand feels both globally aspirational and locally authentic.

Shanker states that the Kylie Cosmetics India launch was a standout. Over 250 beauty fans thronged the pop-up, creating an atmosphere more like a celebrity concert than a retail event.

Despite entering nearly a decade after its global debut, the brand ranked #2 on Sephora India in the launch week and reached over 42 million consumers online.

“The biggest insight was clear,” Shanker reflects. “Indian beauty consumers aren’t just aware of global brands — they’re emotionally invested. Brand love doesn’t expire.”

Tapping The Right Influencers

House of Beauty prioritizes authenticity over reach. Shanker explains, “We look for personalities who align with the brand’s values and aesthetics — those who feel like a natural extension of the brand.”

So ABH taps into makeup artists, education-led creators, professionals while Kylie Cosmetics looks at trend-savvy Gen Z influencers and Max Factor focuses on artistry-led collaborations across new markets.

The goal is to create long-term associations that respect global brand essence while resonating with Indian consumers.

Creating Seamless Experience Across Digital And Physical Retail

A key challenge for any brand is creating a seamless omnichannel experience. At House of Beauty, the key is uniformity at every touchpoint — discovery, purchase, and loyalty. Digital platforms drive discovery with influencer-led content and storytelling. Offline, retail ensures visibility and availability. Post-purchase, House of Beauty engages consumers through sampling, masterclasses, and community initiatives, nurturing loyalty and advocacy.

All decisions are powered by a mix of data and instinct. Demand patterns, category trends, and whitespace analysis set the stage, but local market experience often fine-tunes the final call.

SKU curation is hyper-local: selecting shades, formats, and hero products that resonate with Indian preferences while staying true to the brand’s global DNA.

For Shanker, the future of beauty in India is premium, expressive, and conscious. Consumers are becoming more discerning, more individualistic, and increasingly focused on high-performance products.

“At House of Beauty, we’re not just bringing brands in,” he says. “We’re building a premium beauty ecosystem that’s inclusive, innovative, and aligned with India’s evolving expectations.”