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May 10, 2022
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Chumbak launches beauty line on Myntra

Published
May 10, 2022

Home and lifestyle brand Chumbak has partnered with Flipkart’s fashion arm Myntra to launch its beauty line ‘Chumbak Beauty’ on its e-commerce platform. 

Chumbak Beauty targets a Gen Z audience - Myntra


Myntra’s launch of Chumbak Beauty online will introduce the brand to its sizeable shopper-base and bolster its Gen Z-focused brand offering, the business announced in a press release on May 9. Myntra is currently promoting the launch across its social commerce platforms, M-Live and Myntra-Studio and has launched a number of promotional offers on the products. 
 
“We are thrilled to have Chumbak Beauty on board,” said Myntra’s senior director for beauty, personal care, and fashion accessories Rahul Sachdev in a press release.

“The brand has a legacy of offering fun and joyful elements in every-day articles which appeal immensely to a whole generation of young shoppers. Beauty is a thriving segment with immense opportunities and we are out here to leverage that. We are confident that Chumbak will be able to create the highest quality products while keeping the brand's essence at the heart of it; a mix that is sure to be a big hit amongst our beauty shoppers.”
 
Chumbak Beauty’s packaging reflects the brand’s signature bright, youthful, and experimental aesthetic and products range from eyeshadow palettes to nail varnishes in vibrant shades. The brand’s products are cruelty-free, vegan, and free of toxins and are priced in the affordable segment of the market. Chumbak first launched its beauty line in 2021 across its India store network.
 
“Our partnership enables us to tap into Myntra’s large base of experimental yet evolved beauty shoppers,” said Chumbak’s CEO Vasant Nangia.

“Chumbak Beauty is a brand that shifts the needle from beauty being ‘glamorous and only for special occasions' 'to something that’s fun, fuss-free and makes your everyday joyful.  Myntra and Chumbak both appeal to young women looking for high quality fashion, home and lifestyle for work and leisure, and we’re looking forward to Chumbak Beauty being a part of their lifestyle.”

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