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Myntra onboards Victoria’s Secret Beauty

Myntra, a leading platform for fashion brands and part of the Flipkart Group, has strategically collaborated with the Apparel Group to enhance its collection of international brands. As part of this association, Victoria’s Secret Beauty, a renowned brand under the Apparel Group, has been introduced onto the Myntra platform, the platform announced in a release last week.

Victoria’s Secret Beauty, a globally recognized specialty retailer, will now offer a wide range of products on Myntra, spanning segments like Mist & lotions, Body Care, Perfumes, Bags, and Wallets. This addition will appeal to affluent millennial and GenZ women consumers, significantly boosting Myntra’s position in the Fragrances, Bath & Body, and Accessories segments.

The launch includes an initial offering of over 300 options, featuring popular collections such as Bombshell, Tease, Very Sexy, and the newly launched Bare collection. Fragrances, one of the brand’s top-performing categories, aligns with the country’s rapidly growing personal care market.

This collaboration aims to strengthen Victoria’s Secret Beauty’s presence in India, making its iconic products accessible to customers across nearly 19,000 pin codes. Myntra’s extensive reach, understanding of consumer preferences, and track record in growing international brands position it as a key partner for Victoria’s Secret Beauty’s expansion in the Indian market, the release added.

The Victoria’s Secret Beauty brand store on Myntra will include features such as detailed product specifications, a shop-by-note option, and navigation through the fragrance and luxe stores on the app.

Tushar Ved, President of Apparel Group, expressed, “Apparel Group is delighted to partner with Myntra, to strengthen Victoria’s Secret position in the country by offering prestige fragrances, body care & fashion-forward accessories to its customers. This collaboration marks a significant milestone for our brand, as it will enable us to connect with the discerning consumer base.”

Jayanti Ganguly, VP – Business at Myntra, emphasized, “In association with the Apparel Group, we are confident that the iconic brand will deeply resonate with our burgeoning base of premium customers spread across the nation, who possess an innate appreciation for popular international brands. We are thrilled to bring the essence of this much-loved brand to our platform, offering our customers a taste of global luxury and inimitable style.”

The collaboration between Myntra and the Apparel Group represents the union of two innovation-driven entities in the fashion industry, both committed to inspiring and empowering consumers to express themselves through lifestyle choices. The introduction of Victoria’s Secret Beauty on Myntra is poised to elevate the platform’s international fashion and personal care offerings, catering to the diverse preferences of Indian consumers.

Myntra, an integral part of the Flipkart Group, is a leading platform for fashion brands and e-commerce. With over 6000 leading fashion and lifestyle brands on board, Myntra services over 19,000 pin codes nationwide.

Apparel Group is a global fashion and lifestyle retail conglomerate based in Dubai, UAE, with a strong presence in multiple countries, including India. The group operates over 2025 retail stores and more than 80 brands, offering a diverse range of fashion, footwear, and lifestyle products. Some of its prominent brands include Victoria’s Secret, Charles & Keith, Aldo, Bath & Body Works, and Tim Hortons.

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