Myntra has launched a new initiative under its Myntra Rising Stars program aimed at the growing demand for ingredient-based beauty products. This dedicated Direct-to-Consumer (D2C) program will feature 25,000 styles from 500 brands, all incorporating scientifically backed ingredients.
“Our effort to build a platform to support the D2C beauty brand journey is aligned with Myntra’s commitment to making our customers look and feel their best. 16% of beauty searches on our platform are ingredient-based, indicating the increasing popularity of this segment more than ever,” Maneesh Dubey, Senior Director, Marketplace & Brand Accelerator, said.
The D2C beauty industry in India is experiencing significant growth, with projections estimating a market opportunity of $5.6 billion by 2025. Consumers are increasingly seeking personalised, ingredient-focused products that address specific skincare and grooming concerns.
Myntra’s new program will provide a diverse selection of products that include active ingredients like Vitamin C, Ceramides, Niacinamide, and Hyaluronic Acid, as well as natural components such as Turmeric, Rosemary, and Charcoal. M-Express will offer same-day delivery for 90% of these products by the end of the year.
“In addition to having spending power, today’s beauty customers are more aware of the need to have specific, personalised solutions for their concerns. This has propelled the growth of the made-in-India beauty and grooming D2C brands, which are high on innovative products. Brands under the Myntra Rising Stars program will be able to attain scale by leveraging our platform’s massive reach and their CVP, which focuses on addressing the need for high-quality ingredients-based specialized products in an accessible price range,” Dubey added.
The program will feature popular brands such as Minimalist, Foxtale, Pilgrim, The Derma Co., and Bombay Shaving Company. Customers will be able to filter products based on their specific skin and hair concerns through Myntra’s platform.
The Myntra Rising Stars Beauty Edit aims to address challenges in brand discovery and customer acquisition by offering a curated experience and access to Myntra’s 60 million monthly active users. Since the program’s announcement, over 10,000 units of ingredient-based skincare products have been added, reflecting a rise in demand.
Fashion, beauty, and lifestyle platform Myntra operates within the m-commerce sector. As a key member of the Flipkart Group, Myntra combines technology with fashion to deliver a premier experience in India’s fashion and lifestyle market. The platform features over 6,000 brands, including H&M, Levi’s, U.S. Polo Assn., Tommy Hilfiger, Louis Philippe, Jack & Jones, MANGO, Forever 21, Marks & Spencer, W, Biba, Nike, Puma, Crocs, M.A.C, Fossil, and many more. Myntra serves approximately 19,000 pin codes across the country.
