Myntra Beauty has expanded its international beauty portfolio with the launch of Korean beauty brands Frankly and Seapuri, marking their debut in the Indian market through a partnership with beauty and wellness platform kindlife.
The launch comes amid growing demand for Korean beauty products among Indian consumers and strengthens Myntra Beauty’s international offering, which now includes more than 20,000 styles from over 360 brands.
The two brands have entered India through kindbox, kindlife’s distribution arm, with Myntra serving as the primary retail platform. The companies said Myntra’s nationwide reach, technology-driven shopping experience and delivery capabilities made it an attractive launch partner for international brands looking to tap India’s expanding beauty market.
Seapuri, a Korean brand focused on marine-inspired skincare and haircare, brings products such as the Scalpy Hair Serum/Ampoule, Lashrum Eyelash Enhancing Serum and Spicuraxel Pore Ampoule to Indian consumers. The brand’s formulations are built around its “Blue Beauty” philosophy, combining marine science with self-care. Products are priced at an average selling price of around Rs 1,800.
Frankly, developed by skincare research specialists, is introducing a range of science-backed skincare products. Leading the portfolio is its Salmon PDRN Bounce Ball Serum, a product that has gained popularity on social media for its capsule-based, shake-to-activate formula. Other products include the Closer Pore Reducing Serum, Sunday Glow Brightening & Tone Up Serum, Vita Bomb Calming & Relief Serum, and Vitamin C 23 Concentrated Brightening Serum.
According to Myntra, its K-Beauty portfolio has expanded to more than 95 brands, with the category consistently outperforming the broader online beauty market.
Venu Nair, Chief of Strategic Partnerships and Omnichannel, Myntra, said: “As India’s premium commerce ecosystem matures, consumers are demanding sophisticated, formulation-led global innovations. By anchoring our international portfolio with high-performance, globally validated brands, we are deploying our technology and distribution infrastructure to bridge the gap between global innovations and local demand efficiently. Bringing Seapuri and Frankly to discerning beauty customers across the country through our collaboration with Kindlife highlights Myntra’s capability to serve as the partner of choice for global brands navigating their India growth journey.”
Radhika Ghai, CEO, Kindlife, added: “Our partnership with Myntra Beauty is a definitive step in building the K-beauty ecosystem in India and bringing the absolute best of trending Korean innovation to Indian consumers. With the launch of Frankly and Seapuri, we aren’t just expanding access; we are actively shaping how Indian consumers experience global skincare and haircare. This collaboration reflects our shared vision of bringing cutting-edge, high-performance Korean brands while leveraging Myntra’s unparalleled national footprint to unlock access for millions of beauty enthusiasts nationwide.”
Myntra and kindlife said their partnership is designed to help international beauty brands enter and expand in India by combining Myntra’s customer reach and technology platform with kindbox’s expertise in identifying and scaling global beauty brands for the local market.
