NARS’ India moment: Inside the brand’s next chapter of luxury retail

Luxury beauty in India is becoming increasingly experiential, with consumers seeking not just coveted products but artistry, personalisation and a distinctly elevated retail experience. As NARS opens its third standalone boutique in India at Ambience Mall, Gurugram, the brand is doubling down on a market that has embraced its makeup icons and artistry led approach.

In conversation with Sanjay Sharma, Country Head, Shiseido India

Since its India debut in October 2023, NARS has steadily expanded its presence, building a following among an increasingly discerning beauty consumer. We speak to Sanjay Sharma, Country Head, Shiseido India, about the new boutique, India’s evolving beauty landscape and what lies ahead for NARS in the market.

LuxeBook: What does the opening of this new NARS store represent for the brand’s journey in India? 

Sanjay Sharma: The opening of our third standalone NARS boutique in India is an important milestone in the brand’s journey here. Since our India debut in October 2023, the response to NARS has been extremely encouraging, reflecting a strong and growing appetite for premium beauty, artistry-led experiences, and globally loved products. For us, this store is not just an expansion of our retail footprint; it is a celebration of the connection NARS has built with Indian consumers and a reaffirmation of our long-term commitment to the market. 

LuxeBook: Why was this the right time to strengthen NARS’ retail presence in India? 

Sanjay Sharma: The response since our debut has exceeded expectations and reinforced India’s importance as a strategic market for Shiseido in Asia-Pacific. With strong consumer demand and a clear connection to the brand, this is the right moment to deepen NARS’ retail presence and continue building meaningful engagement in the market. 

LuxeBook: Why was this location selected, and what role does it play in your long-term expansion strategy? 

Sanjay Sharma: We are very considered in choosing locations for standalone boutiques. Each one must bring together the right consumer profile, strong footfall, and a clear appetite for premium beauty. Ambience Mall, Gurugram meets all these criteria. For us, every boutique is a strategic building block in NARS’ India journey, and we are expanding thoughtfully rather than growing simply for scale. 

LuxeBook: How has the response from Indian consumers shaped your growth plans in the market? 

Sanjay Sharma: The response from Indian consumers has given us the confidence to accelerate our growth plans. Our consumers are expressive, well-informed, and increasingly willing to invest in high-quality beauty, which aligns closely with what NARS stands for. This strong engagement is guiding both our boutique expansion and our presence across leading beauty retailers such as Nykaa, Sephora, Tira and Shoppers Stop. 

LuxeBook: What can customers expect from the new store in terms of product assortment, services and the overall retail experience? 

Sanjay Sharma: Customers can experience the full NARS universe, from cult-favourite complexion products to the latest global launches. Designed by François Nars with Fabien Baron of Baron & Baron, the boutique reflects the brand’s distinctive visual identity and delivers the same global retail experience one would expect from a NARS boutique in New York or London. With virtual try-on and personalized one-on-one artistry, the store is designed to offer an immersive beauty experience, not just a retail destination. 

LuxeBook: How are Indian beauty preferences influencing the way NARS approaches this market? 

Sanjay Sharma: India is an incredibly diverse beauty market, with preferences shaped by region, climate, skin tone and lifestyle. Consumers here are highly informed and expect products that perform, feel relevant and help them express their individuality. For NARS, that means leading with our strengths in complexion, shade inclusivity, long-wear formulas and artistry-led education. We remain true to the global DNA of the brand, while ensuring the experience feels meaningful and relevant to the Indian consumer. 

LuxeBook: What are some hero categories or products that have resonated particularly well with Indian consumers? 

Sanjay Sharma: Complexion has been the strongest pillar for NARS in India. Products such as Light Reflecting Foundation, Natural Radiant Longwear Foundation and Radiant Creamy Concealer have resonated strongly because they address the Indian consumer’s need for performance, shade relevance and a refined finish. Orgasm Blush continues to be an iconic favourite, while Explicit Lipstick is helping us build strong momentum in lips. Overall, products that combine artistry, long wear and visible payoff are the ones Indian consumers are connecting with most deeply. 

LuxeBook: Looking ahead, what can we expect next from NARS in India, whether in terms of retail expansion, launches or consumer experiences? 

Sanjay Sharma: Looking ahead, our focus is to grow NARS in India in a thoughtful and experience-led way. That means expanding our footprint across the right boutiques, beauty destinations and online platforms, while continuing to bring Indian consumers closer to the brand’s global launch calendar. We will also deepen the retail experience through artistry, personalized services, masterclasses, digital discovery and locally relevant moments that build stronger awareness and connection. The opportunity in India is significant, and our ambition is to make NARS more accessible, more engaging and even more meaningful for the Indian beauty consumer. 

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