Myntra, the e-commerce giant, is bolstering its beauty collection in anticipation of its flagship festival sale. According to Sharon Pais, Chief Business Officer at Myntra, an impressive three-quarters of shoppers on the platform engage with the beauty section, with one in every three female customers choosing to shop on Myntra Beauty.
The beauty department currently boasts an impressive collection of over 1,500 brands, featuring a vast selection of more than 90,000 unique stock-keeping units (SKUs), which includes approximately 200 international brands.
“Myntra beauty has become an important category for us along with fashion. Our customer base of beauty buyers is primarily in the age group of 18 to 35, who are young, trend-first, and have disposable income. Our selection is wide across every price,” said Sharon Pais, Chief Business Officer, Myntra.
The offerings within the beauty category have seen a remarkable fourfold expansion since 2020, and this year alone, the company has introduced nearly 50 new international brands to its lineup.
“We are growing specifically at 3X compared to the market and we are optimistic about festival demand given the momentum which indicates that we should see a good festival season,” added Pais.
Genderwise, the beauty vertical at Myntra has experienced a substantial uptick in men buying skincare products on the platform.
“In H1 this year – Myntra Beauty has witnessed a 200 per cent y-o-y growth in customers buying men’s skincare products. Acne and pimple care, hair removal spray, ingredients-led products like serum, face wash, and body wash, foundation and concealer, among others are gaining popularity,” noted Pais.
Myntra places significant emphasis on its annual festival sale, making it a central focal point of their strategy. In this edition of the Big Fashion Festival (BFF), a total of 6,000 brands are participating, offering a staggering selection of over 23 lakh styles encompassing fashion, beauty, and lifestyle products.
Pais mentioned that more than 300 brands are making their debut in the festival sale within the beauty vertical.
Ahead of the upcoming Big Fashion Festival (BFF), Myntra has added four well-known K-Beauty brands to its lineup, namely Numbuzin, Peripera, Axis-Y, and Isntree. With the inclusion of these brands, Myntra Beauty’s collection now encompasses over 25 K-Beauty brands.
The company has also organized distinctive engagement events, partnering with both Loreal’s Paris Fashion Week and Lakme Fashion Week.
“With a thriving base of young beauty enthusiasts, we believe impactful collabs such as these help us gain a larger mind share with this audience,” Pais said.
