H&M Beauty has named actor Sharvari as its first-ever brand ambassador in India, as the fashion retailer looks to expand its beauty business and connect with a new generation of consumers.
Announced on October 3, the partnership will see Sharvari front the brand’s beauty communications in India, bringing her personal style and approach to beauty to the campaign.
Sharvari said she was excited to join the brand, adding that beauty should be accessible, effortless and a means of self-expression rather than conforming to a particular standard.
Helena Kuylenstierna, director of H&M India, said the beauty category had completed its first year and that the company was looking to build on its momentum. Tove Virding, head of marketing at H&M Beauty, described Sharvari as a representative of the energy and individuality of the next generation of beauty consumers in India.
The announcement coincides with the launch of a new makeup assortment featuring Sharvari’s picks for the festive season. The range includes 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 products have been available since October 1 through HM.com, Nykaa and Myntra, as well as H&M stores across India, including its outlet at Woodburn Central Mall on Elgin Road in Kolkata.
H&M Beauty offers products across makeup, fragrance, hair and body care, complementing the retailer’s fashion range.