Bengaluru-based consumer brands platform BRND.ME has expanded into Europe, marking its first structured entry into the region after gaining traction in international markets such as the Middle East and the US.

The company has launched operations in the UK, Germany, France and Spain, with Italy, the Netherlands and Poland on its near-term roadmap. The expansion is being led by its haircare and aromatherapy brands Botanic Hearth and Majestic Pure, categories where BRND.ME already has proven cross-border demand.

A $4-billion market and early traction

Europe’s beauty market across haircare and aromatherapy represents a $4 billion-plus opportunity, supported by high digital adoption and strong repeat consumption. Against this backdrop, BRND.ME’s international haircare and aromatherapy business is currently operating at an annualised run rate of about $6 million, growing at nearly 10% month-on-month, with Europe emerging as a key growth lever.

In the past 18 months, the company has tested European markets through a digital-first approach, focusing on online marketplaces and D2C channels. Early traction has been strongest in Germany, the UK, France and Spain. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, one of Europe’s most competitive beauty markets.

To deepen its presence, BRND.ME has appointed a general manager based in Germany to oversee regional operations and is evaluating investments in local warehousing and team expansion to strengthen supply chains and improve delivery efficiency.

“Europe is a natural next chapter in our international expansion. Our European haircare and aromatherapy business today operates at around $6 million in run rate and is poised to reach $10 million in run rate by end 2026. With Botanic Hearth and Majestic Pure, we see a clear opportunity to build scale through disciplined expansion, digital discovery and strong unit economics,” said Ananth Narayanan, founder and CEO of BRND.ME.

Digital-first strategy and long-term ambitions

The company’s Europe strategy is centred on repeat demand and efficient scaling. BRND.ME is increasing its focus on TikTok-led product discovery and D2C expansion to drive higher-intent consumer engagement, build first-party data and improve margins over time, moving beyond a marketplace-only play.

The expansion also coincides with improving EU–India trade engagement, which the company sees as supportive of long-term sourcing and supply-chain confidence.

Over the longer term, Europe is expected to play a pivotal role in BRND.ME’s global growth ambitions. The region is central to the company’s plan to scale its international haircare and aromatherapy business to nearly $60 million in annual run rate over the next six years, as it looks to build globally relevant consumer brands from India.