Anastasia Beverly Hills is a premium US beauty brand globally renowned for its brow products.
It entered India in 2020 via Boddess and has since expanded through House of Beauty, which is known for bringing cult international beauty brands to India.
Anastasia Beverly Hills has now joined hands with Indian designer Abhinav Mishra to unveil four exclusive limited-edition festive kits. This collaboration brings together Anastasia Beverly Hills’ most coveted beauty icons with Abhinav Mishra’s signature design aesthetic, creating the ultimate blend of luxury, artistry, and tradition.
As an ode to Indian craftsmanship and cultural heritage, each kit unites Anastasia Beverly Hills’ best-selling products treasured by brides and beauty lovers worldwide housed in a box adorned with Abhinav Mishra’s hallmark mirror work and artistry. The four editions, Peachy Pataka, Dewy Gulab, Lash Drama, and Jamun Crush, are designed to be the perfect companion for your festive glam from day to night or to add it to your bridal trousseau, cementing Anastasia Beverly Hills’ position as the go-to brand for timeless beauty for every occasion.
MediaNews4U.com caught up with Medhavi Nain, GM Marketing – International Brands, House of Beauty
Q. Do most sales of House Of Beauty come during the festive season? Does the whitespace for growth lie in tier one and two cities?
The festive season definitely brings a strong surge in sales as beauty and gifting seamlessly align and October – December are pivotal, coinciding with India’s peak wedding and gifting season.
There are other factors too that spike up the sales throughout the year such as key launches, seasonality, trends and global occasions such as the Holiday season, Valentine’s Day, and festive campaigns that resonate with our consumers. Tier 2 cities are really catching up to the beauty trend and stands as a key focus markets for our brands expansion and growth.
Q. Is the role of predictive analytics growing in importance for House Of Beauty? Is it helpful in deciding what products to launch in the country and what not to launch? Kindly elaborate.
Absolutely. India is such a diverse market and yet there are commonalities on how beauty is perceived here. We play to the tune of our consumers and markets demand while deciding on our annual launches.
A product which might do well in the West would not necessarily attract the eyeballs in India and hence understanding our consumer preferences, their purchase patterns, and identifying the trends early on are essential factors for planning our assortment.
This also helps us make informed decisions about product purchase and its effective positioning. Through such analysis we can anticipate the demand fluctuations and optimise inventory management, ensuring efficiency across our supply chain.
Q. What are the festive campaigns and collaborations in India coming up for Anastasia Beverly Hills and other brands that House Of Beauty represents?
This festive season, we are launching a special campaign for Anastasia Beverly Hills, celebrating the beauty of Indian craftsmanship through a first-of-its-kind collaboration with renowned designer Abhinav Mishra.
Together, we’ve unveiled four exclusive limited-edition festive kits that embody the perfect blend of luxury, artistry, and tradition. Each kit, Peachy Pataka, Dewy Gulab, Lash Drama, and Jamun Crush , features our cult-favorite products encased in exquisite design inspired by Abhinav’s signature mirror work and design aesthetic.
This collaboration celebrates the entire festive and bridal season, offering a perfect beauty companion for every occasion. Each kit pays homage to India’s rich cultural heritage while resonating with the modern Indian woman who embraces beauty in her own authentic way.
With weddings and festivities around the corner, the collection beautifully captures the essence of celebration, and individuality, reinforcing Anastasia Beverly Hills’ position as the go-to brand for timeless beauty and self-expression.
Q. Could you give me an example of strong storytelling approaches that House Of Beauty will employ to grow sales in 2025 during the festive season? Will there be an attempt to build on what was done last year for the various beauty brands it represents?
Storytelling remains at the heart of House of Beauty’s festive strategy. This year, we’re elevating it with more immersive, culturally rooted narratives that celebrate artistry and self-expression via makeup.
Building on last year’s success, 2025 will see stronger experiential storytelling through creative collaborations with the makeup artist community, immersive brand pop-ups, hosts of masterclasses, creator collaborations, and interactive content which uniquely fits into each brands ethos and DNA.
From Anastasia Beverly Hills driving artistry-led experiences to Kylie Cosmetics engaging Gen Z led vibrant, trend-forward content and on ground pop ups while for Max Factor we continue to create inclusive, aspirational touchpoints, our focus is on making premium beauty more personal, memorable, and emotionally resonant during the festive season.
Q. What are the strategies that Anastasia Beverly Hills and other brands will adopt to stay relevant amid multiple global beauty brands?
Staying relevant in India’s fast-evolving beauty landscape is more challenging than ever, with global brands entering the market at a rapid pace. At Anastasia Beverly Hills, we stay ahead by blending our global credibility with deep local resonance, crafting glocal campaigns that are not only aspirational but deeply relatable to our Indian consumers.
Our strategy continues to be rooted in education and community building. We’re not just selling makeup; we’re building a culture of artistry that we’re proud to champion in India.
From MUA-led masterclasses to expert-led content that demystifies product artistry, we focus on empowering both professionals and everyday consumers through immersive, hands on experiences. Our partnerships go beyond co-branding; they tell a story.
Take our collaboration with designer Abhinav Mishra, for example. It wasn’t just a campaign, it was a cultural conversation. A dialogue between a global beauty house and an Indian couture designer, celebrating how ABH seamlessly fuses into the Indian bridal and festive aesthetic. Each campaign is nuanced with a special focus and target such is in this case where the blend of heritage and modernity that sets us apart.
Q. Do brands like Anastasia Beverly Hills mainly focus on performance marketing or does brand building play an equally important role?
While performance marketing is essential for driving measurable conversions, brand building is very critical for a long-term growth and top of the mind recall.
For us, both go hand in hand. Performance marketing helps us reach our audiences efficiently, but brand building fosters emotional connections and loyalty. Through strong visual storytelling, influencer partnerships, and purpose-led campaigns, we ensure the brand maintains both visibility and desirability.
Q. For Kylie Jenner’s products House Of Beauty uses a lot of influencer marketing. Could you talk about the strategy being employed in these avenues to help the products stand out? Is Kylie Jenner being the fifth most followed person on Instagram a huge advantage?
Influencer marketing is central to how House of Beauty builds relevance for Kylie Cosmetics in India. Our strategy focuses on authentic storytelling through creators who truly reflect Kylie’s persona, are trend-forward, expressive and bold. Rather than relying solely on celebrity association, we work with a diverse mix of influencers who share brand affinity and resonate with its philosophy.
Kylie Jenner’s global influence undeniably boosts visibility, but our goal is to translate her appeal into local aspiration. By showcasing how Kylie’s globally loved products from Lip Kits to highlighters fit effortlessly into everyday beauty routines, we bridge the gap between international glamour and local lifestyles. The outcome is a powerful blend of authentic creator advocacy, aspirational appeal, and cultural relevance, ensuring Kylie Cosmetics continues to stand out in India’s vibrant beauty landscape.
Q. Brand advocacy is another route being explored to push her products in India. Does this add authenticity to the message?
Yes, brand advocacy adds a powerful layer of credibility. When creators, makeup artists, and real consumers advocate for a product based on genuine experience, it creates trust and relatability.
We’re investing in nurturing these communities of advocates who organically drive word-of-mouth and sustain long-term brand equity beyond paid campaigns.
Q. Celebrities use their name to launch companies and product lines. How does brand recognition and name recall grow sales?
Celebrity-backed brands often enjoy instant visibility and consumer curiosity. However, what sustains sales over time is the product quality and the brand story that people relate to.
When a celebrity’s persona aligns authentically with the product philosophy, it strengthens consumer confidence and loyalty. The combination of recognition and consistent performance is what drives repeat purchases.
Q. Is hyper personalisation crucial in the beauty space, maybe more so than for some other categories? What are House Of Beauty’s plans in this regard?
Hyper-personalisation is indeed becoming a defining factor in beauty. Consumers today expect products and recommendations that align with their individual skin tone, preferences, and lifestyle.
We are investing in data-led insights and technology that allow for more tailored experiences, whether it’s through customer reviews, sampling and trials for feedback or targeted content. The aim is to make every consumer feel seen and understood.
Q. ASCI has clear guidelines and often comes down hard on products that in the marketing message show the positive effects of skin whitening. What are House Of Beauty views on this?
We fully support ASCI’s stance and are committed to promoting inclusive and responsible beauty narratives.
Our focus has always been on celebrating healthy, radiant skin rather than endorsing fairness or unrealistic beauty ideals. We believe beauty should empower individuals to express themselves freely, irrespective of their skin tone.
