Myntra aims to grow in beauty market, launches Myntra Beauty Edit

By

Isabelle Crossley

Published
Dec 7, 2017

​The e-commerce business Myntra is focusing its energy on expanding in the beauty sector of the market with their latest iniative, the Myntra Beauty Edit, running from December 6 to 7.

Myntra is well-known in India as an online fashion retailer but they are currently working to consolidate their position in the beauty and personal care market as well. One of the ways the business is seeking to achieve this is through special promotions aimed at luring shoppers to their site.

“Beauty and Personal Care is a fast growing category for Myntra and includes leading premium and mass premium brands,"  said the Head of Women’s and Men’s Business at Myntra, Bindu Mendonsa. "With the Beauty Edit we have aimed to curate a new experience for our shoppers to access the best of beauty brands at their fingertips and hope to make this a regular event for Myntra beauty enthusiasts.”

The Myntra Beauty Edit is running in association with Mac Cosmetics from December 6 to 7 on their e-commerce platform. During the event, over 100 Indian and international cosmetics companies are taking part. The online event features a host of deals on products as well as special promotions. When the event began on December 6, there was an almost immediate 20 fold jump in beauty sales on the site. As Myntra have mooted the possibility of making this a regular event, they may become known as much for their beauty products as their garments, especially as Myntra has one of the largest cosmetic brand selections online in India including brands like Mac, Colorbar, Estee Lauder, and Nivea.