Purplle launches Darling Isabella makeup online

By

Isabelle Crossley

Published
May 31, 2019

The multi-brand cosmetics retailer Purplle has launched the brand Darling Isabella as an exclusive on its platform.

Purplle introduced Darling Isabella as a new brand for its e-commerce site on May 29. The brand will retail exclusively on Purplle for online sales and has launched a range of lipsticks as its first offering. The lipsticks feature simple light pink packaging and come in a wide range of shades of pinks, reds, and browns.

Purplle retails an array of Indian and international cosmetics brands such as Sugar, Nivea, Makeup Revolution, Good Vibes, Moda, Lakmé, and Plum among others as well as its own private label offerings. The business carries a large number of products in the value and mid-section of the market with a small amount of luxury offerings. 

The business runs an e-commerce store and app which is described on the iTunes App Store as “the highest rated online beauty shopping app in India”. After beginning as an online retailer, the business first forayed into brick-and-mortar retailing in 2017 and now has a number of stores in metro locations.