Bengaluru: Myntra, which recently announced a directtoconsumer (D2C) programme for 'MadeinIndia' beauty brands under 'Myntra Rising Star', is now set to offer 25,000 exclusive styles from 500 brands that contain ingredients that are backed by science, the company said on Tuesday.
Under this new programme, MExpress will make 90 per cent of products available for sameday delivery by the end of the year, ensuring greater convenience for customers across the country.
These brands have formulated products based on consumer research that are a combination of active ingredients like Vitamin C, Ceramides, Niacinamide, Hyaluronic Acid and natural ingredients like Turmeric, Henna, Charcoal, Cocoa, Onion, Argan, Ubtan and Tea.
A new era of beauty is dawning, with consumers leaning towards evolving preferences on a large scale. They are looking for scientifically researched ingredients, organic and sustainable products that are proven to help with a wide range of problems. According to the report, the D2C beauty industry in India is growing rapidly with an estimated market of $5.6 billion by 2025. People are increasingly inclined towards problembased beauty products.
“Our endeavour to create a platform to support the D2C beauty brand journey is in line with Myntra’s commitment to make our customers look and feel their best. Nearly 16 per cent of searches for beauty products are on our platform, indicating the growing popularity of this segment more than ever before,” said Manish Dubey, Senior Director and Brand Accelerator, Myntra.
Apart from the affordability, today's beauty product customers are more aware of the need for solutions to their problems. This has fuelled the growth of Made in India beauty and cosmetics D2C brands that are based on innovative products, he added.
Revolutionizing the beauty industry, these Indiamade brands have designed their offerings to keep them in an affordable price range, taking care of every customer.
'Myntra Rising Star' will provide brands access to these offerings while providing a platform to connect with millions of Myntra customers across 19,000 pin codes in the country.
Through stores with D2C brands on Myntra, customers will be able to tailor solutions to skin and hairrelated problems and formulations. Some of the popular brands that are part of the Myntra Rising Star Beauty Edit include Minimalist, Foxtail, Pilgrim, The Derma Company, and Bombay Shaving Company.
Manish Dubey said, “Under the Myntra Rising Stars programme, brands will be able to leverage the wide reach of our platform and their CVP, which focuses on meeting the need for highquality contentled exclusive products at an accessible price range.”
MRS Beauty Edit is a first of its kind and comprehensive initiative for India's D2C beauty and grooming brands. It aims to solve the brand discovery problem of the company's 60 million monthly active customers and provide them with a seamless online shopping experience by offering them the opportunity to leverage channels like 'Myntra Mini'.
Since the announcement of Myntra Rising Star's entry into the beauty category at the end of July, over 10,000 skincare products have been added to the list. These products have also seen a surge in demand.
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– / Written By Top News Bulletin
Image Credit: KhasKhabar.