Gone are the days when buying International makeup brands in India was a daydream. For years, Indian common woman struggled for getting international high-end makeup brands and brands like Lakme, Oriflame overruled the entire beauty industry. It is till recently when international makeup brands boomed their business in India focussing on women who’re potentially interested looking forward to investing in good makeup and beauty brands with India’s growing economy.

Talking about the marketing strategies these brands have been following, there’s an intense need to dig into it and learn some much-undercovered tactics used by these brands in order to approach their TG. The budget they’re investing in their digital marketing sector involves a major part going into investing in with social media influencers who’re easy and efficient means of targeting the right age group and customer persona. One big thing that contributed in developing these brand aesthetics in India is the flourishing E-commerce sector came into existence with Nykaa and Purplle.

Now we have international makeup brands in India like Mac, Huda Beauty, Urban Decay, NYX making their strong presence. Not just these brands, International stores such as Sephora has already entered Indian makeup and beauty industry directing towards a major hike in revenues collected by these brands. As per Economic Times, cosmetic market is expected to grow by 25% to $20 billion by 2025. Here are the top 5 international makeup brands in India that took the leverage of their good marketing strategies from which we can learn:

1. MAC

One of the highest selling brands in the cosmetics worldwide, MAC has matched up to their name in India by establishing marketing tricks specially modified keeping Indian TG in mind. From launching products perfect for Indian skin tones and with a good boost from influencers, MAC is now one of the most successful International makeup brands in India. Mac has the most number of lipsticks than any other brand worldwide. One of their shade “Ruby woo” is considered the perfect red for Indian skin and has gained a lot of attention worldwide. Their simplistic approach of catering Indian women and projecting the brand as a solution for any Indian women looking for a makeup brand that relate with their skin’s perspective rather than keeping International standards has literally pushed them forward.


From celebrities to influencers to makeup professionals, every woman swears by the entire makeup range of Bobbi Brown. Their eyeliners and lipsticks are unbeatable when it comes to brand value and gives a sense of achievement which adds on to their brand value.


The nude palette by Urban decay became an instant rage on Indian skin tones and made a platform for the brand in India. The brand is although not available in India but is vividly accepted by influencers and bloggers making it a  rage. Influencers are using their products in Youtube tutorials and the brands have already established their name high in India.

4. Huda Beauty

Hey guys!! So here’s my first ever “ Day out look” tutorial using my two favourite products from @hudabeauty – The Rose Gold Textured Shadows Palette and the Liquid Matte lipstick ( in the shade – ICON ) , both which you will be able to purchase from @mynykaa ! ✨ . For this tutorial you will be needing – 1) Your eyeshadow kit – I’ve got these 3 brushes from @wetnwildindia , from @mynykaa 2) Bobbi Brown – Eye opening mascara @bobbibrown 3) Gigi Hadid Liquid Liner! From @maybelline , also available on @mynykaa . Using the shades – SHY, HENNA, and ANGELIC ( in order) from the Rose Textured Shadows Palette from @hudabeauty . . I absolutely love this palette, it is highly pigmented and the application is extremely smooth and buttery! Definitely worth the investment as the colours on the palette are unique and apt for everyday as well as your night outs! . . As for the liquid matte lipstick, I absolutely adore this shade! It has been described as a classic peachy pink color, however it does get darker as it dries , nevertheless it is a beautiful color! Apply lip balm before application of the lipstick, for smoother application ! . . . Hope this was helpful you guys! ❤️ Let me know which other makeup looks you guys want me to do down in the comments section! ? . . #Hudabeauty #hudabeautyxnykaa #Hudabeautyindia #gigihadidmakeup #gidihadid #liquidliner #tutorial #bobbibrown #lipstick #mattelipstick #instagramhub #potd #beautyblog #beauty #easymakeup #dayoutlook #ootd #classic #everydaylook #makeuplover #haul #huda #review #makeupreview #postoftheday

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Huda beauty has recently launched their diverse collection on beauty E-commerce giant portal Nykaa. Right from their launch, Huda beauty which was already a huge name in the makeup industry understood the power of influencers by every international makeup brands in India. They focussed on beauty and lifestyle influencers targeting them as a potential voice of the brand. With every new launch or product look, influencers are taking more part in the marketing strategy presenting it as a hit amongst the target audience.

These are the few international makeup brands in India that are using influencers marketing as a tool for their promotional activities and making high revenues.

Which one is your favourite? Tell us in the comments below!!