H&M Beauty India Signs Sharvari As Its First Ambassador
H&M Beauty has named the actor Sharvari as its first brand ambassador in India. The signing comes a year into the category's run in the market and alongside an expanded assortment.
- Brand: H&M Beauty, covering makeup, fragrance, hair and body care
- Ambassador: Sharvari, the first for the category in India
- Positioning: accessible, effortless beauty essentials that work alongside personal style
- New products named: Elixir Gold Perfume, Blush and Glow Duo Palette, Glow Touch Liquid Highlighter, Waterproof Kajal, Swipe and Smudge Liquid Eyeshadow, Glowy Tint Liquid Blush and Plump Gloss
- Where to buy: Hm.com, Nykaa.com, Myntra.com and H&M stores across India
- Announced: 1 October 2026
Why Sharvari Rather Than A Bigger Name
Because the proposition is accessibility, and a first-rank film star contradicts it. The brand is selling beauty that does not feel complicated, and the face has to look like someone who could plausibly buy it rather than endorse it.
A first ambassador also sets the ceiling for every signing after it. Starting with an established headline name leaves nowhere to go and prices the category above where it sits.
What The Distribution Says
That this is a marketplace play rather than a store play. Listing on Nykaa and Myntra alongside its own site and stores means H&M Beauty is competing in the places Indian beauty is actually browsed, not only where its clothes are.
That also explains the timing. A brand expanding its assortment needs a reason for the platforms to merchandise it, and an ambassador announcement is that reason.
What Was Said
Helena Kuylenstierna, director of H&M India, said it had been a fantastic first year for the category and that the brand looks forward to expanding its beauty offering. Tove Virding, head of marketing at H&M Beauty, said Sharvari represents the energy and attitude of the next generation of beauty in India. Sharvari said what she connects with most is the belief that beauty does not have to feel complicated.