H&M Beauty has taken a major step to strengthen its presence in India by naming actor Sharvari as its first-ever brand ambassador in the country. The partnership comes as H&M Beauty expands its beauty portfolio and seeks to deepen its connection with a new generation of Indian consumers.
Sharvari will become the face of H&M Beauty’s communication in India, bringing her distinctive approach to fashion, beauty, and personal expression to the brand’s campaigns.
For Sharvari, the partnership reflects a view of beauty that is less about following established rules and more about individuality. She describes beauty as self-expression, confidence, and experimentation, and highlights the importance of choosing products and routines that feel personal rather than conforming to a single definition of beauty.
H&M Beauty positions itself at the intersection of fashion and beauty, bringing together makeup, fragrances, hair care, and body care as part of a broader approach to personal style.
Rather than treating beauty as separate from fashion, the brand presents its products as an extension of an individual’s overall look. Its assortment ranges from everyday essentials to more expressive products designed for consumers who want to experiment with their appearance.
Sharvari’s appointment reinforces this positioning. Her association with contemporary fashion and beauty makes the partnership part of H&M Beauty’s wider effort to establish itself as a fashion-led beauty destination in India.
Helena Kuylenstierna, Director at H&M India, said the beauty category has had a strong first year and that the company is looking to build on that momentum. She described Sharvari as a natural partner for the next stage of the brand’s growth, particularly because of her approach to personal style.
Tove Virding, Head of Marketing at H&M Beauty, highlighted Sharvari’s confidence, ambition, and individual approach to fashion and beauty. According to Virding, these qualities reflect the energy and attitude associated with the next generation of beauty consumers in India.
The appointment therefore represents more than a conventional celebrity-brand association. It comes at a time when beauty consumers increasingly look for products and brands that allow them to express their individual identities.
H&M Beauty’s strategy combines accessibility with experimentation, offering consumers the opportunity to incorporate beauty into their everyday routines without making it overly complicated.
The partnership arrives alongside the expansion of H&M Beauty’s product offering in India. The new assortment includes products across makeup and fragrance, including the Elixir Gold Perfume, Blush & Glow Duo Palette, Glow Touch Liquid Highlighter, Waterproof Kajal, Swipe & Smudge Liquid Eyeshadow, Glowy Tint Liquid Blush, Plump Gloss, and EDP Fragrance Kit.
The range is designed to cover everyday beauty needs and more expressive looks, giving consumers the flexibility to create different styles based on their preferences.
The products are available from October 1, 2026, through H&M’s online platform, Nykaa, Myntra, and H&M stores across India.
With Sharvari as its first Indian beauty ambassador, H&M Beauty is placing individuality and personal expression at the centre of its communication strategy.
The partnership also signals the brand’s ambition to make beauty a more integrated part of the H&M experience in India – where fashion, makeup, fragrance, hair, and body care come together as different elements of personal style.
As H&M Beauty continues expanding its footprint in the country, Sharvari’s role will place her at the forefront of that journey, introducing the brand’s evolving beauty proposition to Indian consumers and encouraging them to approach beauty on their own terms.