Myntra Beauty to focus on tech in 2023
Myntra’s beauty segment is focusing on technology, clean beauty, and direct marketing to propel growth in the 2023 calendar year. The business will launch new virtual try on and product finder tools to increase its interactive online features.
“2023 is an extremely interesting and exciting year for us,” Myntra’s chief business officer Sharon Pais told Elle India. “We’re strongly looking to reach out to all of our consumers and directly communicate what exactly we’re planning to build for them. Through Myntra Beauty’s extensive marketing initiatives, we are confident with our dedicated consumers and solve their unique problems... The platform’s tech innovations are also something that is going to be in focus all throughout this year, especially the skin analyser, the product finder and even the virtual try-on... At the end of the day, the democratisation of beauty is what we’re aiming for- making beauty accessible to one and all.”
Myntra Beauty is an increasingly important segment of Flipkart’s fashion arm Myntra. As demand for branded beauty products expands beyond metros and into rural areas in India, the business sees a significant growth opportunity.
“Coming specifically to key highlights that we’ll be seeing play out in 2023, clean and conscious beauty is here to stay, and it’s definitely something our consumers are actively partaking in,” Myntra’s senior director for beauty and personal care Rahul Sachdev told Elle India. “We’re also seeing ingredient-first, science-backed regimes be a hot favourite amongst our consumers since education surrounding skincare and beauty is at an all-time high. However, there are also several newer subcategories that are seeing hypergrowth. Whether it is lip tints, plumpers, sunscreen-based foundation or eyebrow palettes! These things are kind of catching the consumer’s attention, and they are going growing at a significant rate in comparison to the overall category.”
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