BRND.ME Enters European Beauty Market, Building on International Growth

BRND.ME (formerly Mensa Brands), a global consumer brands company focused on building India-born brands for international markets, has announced its expansion into Europe, marking a significant milestone in its global growth strategy. The move follows sustained momentum across international markets including the Middle East, the United States and Canada.

The company has launched operations in the United Kingdom, Germany, France and Spain, with plans to enter Italy, the Netherlands and Poland over the next year. The expansion is being led by BRND.ME’s haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, and represents the company’s first structured entry into the European market.

Europe offers a total addressable market of over $4 billion across the beauty category, supported by high levels of digital adoption and strong demand for accessible, performance-led products. Over the past 18 months, BRND.ME has been piloting its presence in select European markets through a digital-first distribution model, building early traction across haircare and aromatherapy categories.

The company’s European haircare and aromatherapy business is currently operating at an annualised run rate of approximately $6 million, with Botanic Hearth and Majestic Pure recording around 10% month-on-month growth. This performance has been driven by geographic expansion and increasing repeat demand. To support regional growth, BRND.ME has appointed a General Manager based in Germany and is evaluating investments in warehousing and team expansion.

Initial market response has been encouraging. Within weeks of launch, Botanic Hearth’s Rosemary Hair Oil ranked among the top five hair oils in Germany, highlighting strong consumer acceptance in one of Europe’s most competitive beauty markets.

Commenting on the expansion, Ananth Narayanan, Founder and CEO of BRND.ME, said Europe represents a natural next phase in the company’s international journey. He noted that the European haircare and aromatherapy business is expected to scale to a $10 million run rate by the end of 2026, supported by disciplined expansion, digital discovery and a focus on sustainable unit economics.

BRND.ME’s European strategy prioritises repeat consumption, efficient scaling and long-term brand building. The company is increasing investments in TikTok-led discovery and direct-to-consumer channels to strengthen brand equity, capture first-party consumer data and improve margins over time.

The expansion also aligns with strengthening trade and economic engagement between the European Union and India, reinforcing long-term confidence in sourcing, supply chain resilience and cross-border operations.

Looking ahead, Europe is expected to play a central role in scaling BRND.ME’s international haircare and aromatherapy portfolio to an estimated $60 million in annual run rate over the next six years, underscoring the region’s strategic importance within the company’s global growth roadmap.

Founded in 2021 and headquartered in India, BRND.ME is a next-generation, tech-enabled house of consumer brands spanning health, wellness and lifestyle categories. In under four years, the company has built a portfolio of category-leading brands and achieved approximately $165 million in net revenue, while turning operating cash-flow positive.

BRND.ME’s portfolio includes market leaders such as India’s top peanut butter brand, the leading aromatherapy and massage oil brand in the United States, and the number one online party celebration brand in India. The company is backed by global investors including Accel, Norwest Venture Partners, Alpha Wave Global and Prosus.

Built on India-led manufacturing, proprietary technology platforms and deep consumer insights, BRND.ME leverages cost efficiencies, agile innovation and full-stack digital brand building to scale globally. Its brands are distributed across leading online marketplaces, modern trade, quick commerce platforms and international retail, with operations spanning India, the United States and the Middle East.