HUL launches Hourglass in India

HUL launches Hourglass in India

Hindustan Unilever Limited (HUL), the Indian subsidiary of Unilever, is making a significant move into the luxury market with the launch of Hourglass Cosmetics in India. This strategic launch is part of HUL’s broader plan to focus on high-margin, low-penetration categories and meet the rising demand for premium beauty products in the country.

Hourglass Cosmetics, established in 2004 by Carisa Janes, is renowned for its cruelty-free, vegan products and commitment to sustainable practices. Unilever acquired the brand in 2017. Alongside Hourglass, HUL has hinted at the future introduction of other prestigious beauty brands like Tatcha and Living Proof in the Indian market.

Traditionally known for its mass-market brands such as Sunsilk, Clinic Plus, Lux, and Rin, HUL is now expanding its premium portfolio, which has grown from 20% to 35%. The company aims to leverage Unilever’s global brands to further this growth. Unilever’s global CEO, Hein Schumacher, noted that India is at a pivotal point where the middle class is increasingly willing to spend more on premium products.

“In India, I want to make sure that we are not going to get behind on this one (beauty), for sure. So we are actually introducing quite a few of our prestige beauty brands,” Schumacher stated. He emphasized the significant opportunities to develop existing premium brands and expressed confidence in HUL’s strategic positioning, highlighting a more aggressive approach in India compared to other markets.

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