Myntra adds NYX Professional Makeup to brand roster ahead of EORS

By

Isabelle Crossley

Published
May 17, 2023

Fashion and beauty giant Myntra has on-boarded US brand NYX Professional Makeup to its e-commerce platform. The launch comes in the run up to Myntra’s End of Reason Sale, its largest scale sale event of the year.  

“We are delighted to announce the much-anticipated launch of NYX Professional Makeup on Myntra, which is poised to be a game-changer in the world of professional make-up,” said Myntra’s director of beauty and personal care Anmol Sikka in a press release on May 17. “As the appetite and inclination for international beauty brands grow in the country, we are excited for our shoppers to unleash their creativity and explore their unique style with NYX. We believe that beauty should be inclusive and empowering, and NYX embodies that ethos by offering a diverse range of products at accessible price points.”
 
The launch is designed to strengthen Myntra’s beauty and personal care segment. NYX product categories now available on the platform include lips, eyes, and face make-up with both daily wear and artistry options available. 

“NYX is a professional makeup brand, accessibly priced and made for all,” said Maybelline New York and NYX Professional Makeup’s general manager Zeenia Shroff Bastani. “Myntra is one of the top players in the Indian beauty e-commerce landscape, growing year on year on the back of innovating beauty tech experiences, growing assortment along with ensuring best-in class delivery services. Like Myntra’s vision of democratising fashion, NYX Professional Makeup is also here to democratise professional makeup and make pro artistry available to all, setting us up for a strong association. The possibilities to do this and much more with Myntra's fantastic shopper fraternity are immense. NYX will also look at engaging with Myntra Insider shoppers and delivering the joy of having accessible professional make up range for its special members!”