US bodycare brand strengthens Myntra’s fast-growing bath and body segment amid rising self-care demand
Myntra has expanded its global beauty portfolio with the launch of Tree Hut, a popular American body scrub brand, as it strengthens its position in India’s rapidly evolving bath and bodycare segment.
The brand debuts on Myntra with eight of its bestselling Shea Sugar Scrubs, featuring signature variants such as Moroccan Rose, Coco Colada and Pink Hibiscus. The addition marks a strategic push by Myntra Beauty to bring globally recognised, ingredient-led brands to Indian consumers.
Tree Hut, known for its fragrance-forward formulations and sensorial appeal, has built a strong global following, particularly on social media platforms like Instagram and TikTok. Its products are centred around certified organic shea butter and a blend of six botanical oils, catering to consumers seeking clean, vegan and cruelty-free skincare options.
Shift towards experiential bodycare
The launch comes amid a broader shift in India’s beauty landscape, where consumers are increasingly moving beyond basic hygiene routines towards more immersive self-care rituals. Industry experts note that bodycare is witnessing “skinification”, with routines now mirroring facial skincare practices—focusing on exfoliation, hydration and targeted nourishment.
Myntra said the growing popularity of fragrance layering—where scent is built from the shower stage itself—is further driving demand for products such as body scrubs. Tree Hut’s scent-led approach positions it well within this emerging consumer trend.
Strengthening Myntra’s beauty play
According to Deepak Joshi, Senior Director, Category Management, Beauty and Personal Care at Myntra, skincare remains one of the fastest-growing segments on the platform, with consumers increasingly adopting more intentional and holistic routines.
The addition of Tree Hut further expands Myntra Beauty’s bath and body portfolio, which now includes over 13,000 products across categories such as body washes, scrubs, oils and bath salts.
The move underscores Myntra’s ambition to build a comprehensive beauty ecosystem that caters to both mass and premium consumers, while also accelerating the entry of global brands into the Indian market.
Premiumisation and globalisation trends
The entry of Tree Hut reflects a larger trend of premiumisation within India’s beauty sector, as consumers show a growing appetite for international brands with strong ingredient credentials and experiential appeal.
As demand for high-quality, sensorial products rises, platforms like Myntra are increasingly positioning themselves as gateways for global beauty brands seeking to tap into India’s expanding and digitally savvy consumer base.
