The platform’s direct-to-consumer (D2C) beauty segment is experiencing a strong growth at 105 per cent year-on-year
As India buzzes with anticipation for the vibrant festive season, Myntra has highlighted that the demand for beauty and personal care (BPC) products is set to see a significant increase. Catering to the nuanced needs of ingredient-based, concern-specific customers, some of the brands in this space have witnessed a strong, triple-digit, year-on-year growth on Myntra in the first half of this year.
These include brands like Deconstruct, Wishcare, Bombay Shaving Company, Bare Anatomy, Chemist at Play, Hyphen, Oziva, Be Bodywise. The platform’s direct-to-consumer (D2C) beauty segment is experiencing a strong growth at 105 per cent year-on-year, which is three times the industry average, the company said in a statement.
“Myntra stands committed to enabling brands to scale with unwavering confidence, especially as beauty and personal care becomes a huge part of the festive season, with people looking for the perfect gifts and products to enhance their festive looks,” highlighted Sharon Pais, Chief Business Officer (CBO), Myntra.
The company said that its Myntra Rising Stars (MRS) beauty edit program eyes providing crucial support such as industry insights, operational guidance, and brand-building solutions. The program has contributed to an average growth of 100 to 150 per cent for select participating brands, the statement noted.
Myntra has also observed significant growth in D2C beauty adoption from tier two and tier three cities, particularly in the northeast and east regions, which have shown a growth upwards of 150 per cent.
