As India buzzes with anticipation for the vibrant festive season, the demand for beauty and personal care (BPC) products is set to see a significant increase. Amid this boom, Myntra is playing a pivotal role in accelerating made-in-India Direct-to-Consumer (D2C) beauty and personal care brands.
These include brands like Deconstruct, Wishcare, Bombay Shaving Company, Bare Anatomy, Chemist at Play, Hyphen, Oziva, PLIX, Be Bodywise, and Foxtale. The platform’s D2C beauty segment is growing at 105% year-on-year, three times the industry average.
These brands are thriving by offering ingredient-first, personalised solutions for a variety of skin and hair concerns. This focus on R&D and innovation has helped build a loyal customer base across the country.
Rising Stars Beauty Edit
Myntra is enabling this growth through its Rising Stars (MRS) Beauty Edit program, which recently completed its first year. The initiative provides industry insights, operational guidance, and brand-building solutions, contributing to an average growth of 100–150% for select participating brands.
Myntra’s Chief Business Officer, Sharon Pais, credits this success to a collaborative approach. “We are truly honored to be a platform that empowers and uplifts these incredible made-in-India brands. By providing them with extensive reach, invaluable industry insights, and cutting-edge tech innovations, we are not only fueling their remarkable growth journey but also creating a dynamic ecosystem for customers who seek tailored and transparent beauty solutions.”
Myntra has also observed significant growth in D2C beauty adoption from Tier 2 and Tier 3 cities. Regions in the North East and East regions have shown growth upwards of 150%.
