Forever 52, one of India’s fastest-growing professional makeup brands under the Future Makeup India portfolio, has announced the opening of four new Exclusive Brand Outlets (EBOs) and kiosks across Central and Western India. The new stores are located at Zora Mall, Raipur (Chhattisgarh); DB City Mall, Bhopal (Madhya Pradesh); DB City Mall, Gwalior (Madhya Pradesh); and City Centre Mall, Nashik (Maharashtra) — taking the brand’s total retail footprint to 41 stores nationwide. The expansion marks a significant step in the brand’s aggressive growth roadmap. Forever 52 is targeting 100 stores across India by the end of 2026, alongside a sales target of ₹400 Crore for Financial Year 2026–27.
Founded in Dubai in 2008 by Hozefa Bohra, Zoeb Bohra and Shabbir Bohra, Forever 52 was built on a clear mandate — professional-quality makeup that performs under pressure, accessible in price. The brand expanded steadily across the Middle East and into more than 40 countries before entering the Indian market in 2018 under the leadership of Rajat Aggarwal, Managing Director.
India’s beauty landscape presented a distinct opportunity: a growing community of independent makeup artists, bridal professionals and academy-trained talent seeking reliable, high-performance products without premium price tags. Forever 52 entered with a professional-first approach — prioritising distribution within MUA circles, bridal markets and academies. The word-of-mouth response, particularly in Delhi’s bridal hub, laid the groundwork for steady organic expansion.
Today, the brand’s bestsellers — including full-coverage foundations, camouflage palettes, complete coverage concealers and long-lasting fixing sprays — are trusted staples for artists working high-stakes assignments: wedding mornings, editorial shoots and long-format events. That product reliability, built over years of real-world use, continues to drive brand loyalty.
With a presence across modern trade, general trade, leading e-commerce platforms and its own D2C website and mobile application, Forever 52 has built a robust multi-channel retail ecosystem. The new EBOs further strengthen its physical retail strategy, bringing the brand closer to consumers in Tier 1 and Tier 2 markets — a segment the brand sees as central to its next phase of growth.
From its origins in Dubai to a growing presence across Indian cities, Forever 52 remains anchored to its founding belief: makeup should perform consistently — wherever it’s used, whoever it’s for.
