H&M Beauty India Launch 2025: Review, Prices & My First Impressions

⏱ 9 min read

I walked into the H&M Beauty section in India feeling excited and hopeful and in this H&M Beauty review I’m going to share exactly how it went. From the packaging to the pigment, and from the limited shade range to how it sits on Indian skin, here’s the full story

What is H&M Beauty and why India matters?

Right off the bat: H&M Beauty launched in India on October 2, 2025. It’s a new beauty line by H&M the Swedish fast-fashion brand that includes makeup, tools, nails and fragrance.

Why does this matter for you and me?

India’s beauty market is massive right now. In fact, industry reports say the beauty and personal-care sector here will hit US $34 billion by 2028. So when a global brand like H&M steps into this space, it’s exciting but also a bit risky for consumers like us who need shades and textures made for Indian skin tones.

Source: Global Cosmetics News

My first impressions: H&M Beauty

From the minute I entered H&M store’s beauty section I noticed a few things:

• The packaging is nice. That light-pink, delicate, feminine vibe really stands out.
• The positioning is “drugstore pricing but trend-driven”. Entry price starts at around Rs 799 and fragrances from around Rs 1,299 in India.

H&M Beauty review: What Worked?

Here are the parts I genuinely liked:

Packaging & vibe

I’ll admit: I was suckered in by the aesthetic. The light-pink packaging gave a gentle, feminine energy. I picked up one of their highlighters and just loved how it looked in the box. It felt like the brand had put thought into how it appears on the shelf.

Price point + accessibility

When you compare the pricing (starting ~Rs 799) to many international brands which cost far more, H&M Beauty seems accessible. That’s a plus, if the performance is solid. Also, for someone who wants to experiment without splurging, that’s appealing.

H&M Beauty review: Where it Disappointed?

Here’s where my excitement took a hit and why this review is honest, not sugar-coated:

Shade range & Indian Skin Compatibility

The shade range is limited, especially for Indian skin tones.

The blush and bronzer colours felt very limited in depth and warmth. On medium-to-deep Indian skin, the options felt almost sparse. If you’re olive or deep-brown, you may struggle to find your match.

The highlighter I tried though pretty in the pan felt like “powder sparkle” on application rather than a smooth, luminous glow. It caught light, yes but in a way that made me feel like I was wearing glitter rather than subtle radiance.

Read: Review on Rare Beauty Blush

Formulation & Performance

The formula, for some items, didn’t impress. For example:

• The highlighter: as above, more sparkle than glow.
• The blush/bronzers: limited number of shades + the finishes felt a bit basic compared to brands that specialise in colour for Indian skin.
• I haven’t yet tried their fragrances so I’m withholding judgement there but the impression was that the brand may have prioritized trends & packaging over deep research into Indian skin types and undertones.

Discover: Pixi Blush Review

To put it bluntly:

if I were designing for Indian skin, I’d expect more diversity in undertone, more robust formulation for heat/humidity, and more shades especially for deeper skins. It felt like H&M might have just taken their global products (or variations) and sent them to India without full local adaptation.

When I looked at some product, I couldn’t help but wonder if some items were originally designed for Europe (or elsewhere) and then labelled for India. The fit, shade matching, finish they all gave the impression of “made elsewhere, slapped onto India”. If you look at other international brands doing India launches, sometimes they localise more heavily. I didn’t see strong evidence of that here.

Would I recommend H&M Beauty?

No, Here’s how I’d frame it:

Recommended if you:

• Have lighter to medium skin tone (so you’ll likely find a match).
• Prioritise packaging + aesthetics + brand buzz over ultimate performance.

Skip if you:

• Have deeper skin tones and need a wide shade range and excellent undertone matching.
• Rely heavily on makeup that lasts through Indian humidity or extreme conditions.
• Want premium performance (texture, wear-time, finish) rather than “good for the price”.
• Expect a brand to have done a full Indian skin-research before launch.

If you’re looking for a “safe bet everyday staple” and you have deeper skin tones or particular undertones, I might suggest exploring brands with stronger India-adaptation. But if you love H&M’s aesthetic and want to experiment, go ahead but hold your expectations accordingly.

Feeling Boujee, read: Gisou Hair Oil Review

Key takeaways + lessons for brands and consumers

Here are some broader thoughts:

• The fact that H&M chose India for the launch of its beauty line is significant. It reflects the enormous opportunity that the Indian market and Indian consumers represent.
• However, for a brand to truly succeed in India, it cannot treat Indian skin as an afterthought. Undertone diversity, deeper shade ranges, formulation for heat/humidity all matter.
• Packaging wins attention, but performance & shade-match win loyalty.
• The “accessible pricing” model is smart but only if value is delivered.

My Personal Takeaway

I didn’t like H&M Beauty. The products didn’t impress me. The shades, textures, and payoff all felt like they were made for someone else’s skin, not ours. I wouldn’t recommend it to anyone, especially if you’re looking for quality or inclusivity.

That said, I’m still a little curious about one thing their perfumes. I haven’t tried them yet, but I’d love to know what kind of fragrances and notes they’ve created. Are they floral and airy like their branding suggests, or do they surprise us with something bold and lasting? I’ll probably test a few soon.

At the end of the day, brand launches are exciting, but not every one deserves a spot in your vanity. India deserves products made for its people for our skin tones, our weather, and our vibe.

If you enjoy reading honest brand experiences, you might also like my take on Bershka India another global fashion name that recently entered the Indian market.

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