Bengaluru, 31st January: BRND.ME (formerly Mensa Brands), a global consumer brands company building market-leading brands in India for the world, announces its foray into Europe with a presence across 7 countries, marking a major milestone in its international expansion journey.
Following strong momentum in international markets such as the Middle East, US, and Canada, BRND.ME has entered the UK, Germany, France, and Spain, and will expand into Italy, the Netherlands and Poland over the next one year. The expansion is being led by the company’s haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, and represents BRND.ME’s first structured entry into Europe.
Europe represents a $4B+ total addressable market (TAM) across the beauty category, spanning haircare and aromatherapy, supported by high digital adoption and strong consumer demand for effective and accessible products. In the introductory phase in Europe over the past 18 months, BRND.ME’s haircare and aroma therapy businesses have built early traction across the UK, Germany, France and Spain, through a digital-first distribution model and continues to expand into newer geographies across the continent. The haircare and aromatherapy business currently operates at approximately $6M in run rate, with Botanic Hearth and Majestic Pure currently delivering ~10% month-on-month growth, attributed to expansion and rising repeat demand across categories. BRND.ME has also appointed a General Manager, stationed in Germany to oversee the growth of the business in the region and is considering investing in a new warehouse and expand the team.
Early results from the region have been encouraging. Within weeks of launch, Botanic Hearth’s Rosemary Hair Oil ranked among the top 5 hair oils in Germany, validating strong consumer pull in one of Europe’s most competitive beauty markets.
Ananth Narayanan, Founder and CEO, BRND.ME. said, “Europe is a natural next chapter in our international expansion. Our European haircare and aromatherapy business today operates at around $6M in run rate and is poised to reach $ 10M in run rate by end of 2026. With Botanic Hearth and Majestic Pure, we see a clear opportunity to build scale through disciplined expansion, digital discovery and strong unit economics.”
BRND.ME’s Europe strategy is focused on repeat demand, efficient scaling and long-term brand building. The company is doubling down on TikTok-led discovery and D2C expansion, to drive high-intent consumer engagement, build brand equity, capture first-party data and improve margins over time.
The expansion also aligns with deepening EU–India trade engagement, strengthening long-term confidence across sourcing, supply chain and cross-border operations.
Looking ahead, Europe will play a central role in scaling BRND.ME’s international haircare and aromatherapy business to approximately $60M in annual run rate over the next 6 years, reinforcing the region’s importance within the company’s global growth roadmap.
