Myntra Beauty has strengthened its Korean Beauty offerings by onboarding K-Beauty brands Numbuzin, Peripera, Axis-Y and Isntree. With the launch of these brands, the e-commerce platform has now expanded its assortment to more than 25 K-Beauty brands.
Talking about the development, Sharon Pais, chief business officer, Myntra, said, “Korean beauty continues to increasingly gain more mindshare with our thriving base of young beauty and skincare enthusiasts who are on the constant lookout for high-quality brands that marry natural ingredients with gentle formulas. This festive season, we are excited to add Numbuzin, Peripera, Axis-Y, and Isntree to our robust K-beauty assortment. The segment is quickly becoming one of the most searched and shopped for segments in our beauty and personal care portfolio.”
Moreover, the segment that appeals to consumers in the 18-34 age demographic, has witnessed an 80% growth YoY on Myntra’s K-Beauty charter with an average selling price (ASP) of Rs 600.
Additionally, Myntra will also offer new brands and the latest assortments from the segment, with offers as a part of its upcoming Big Fashion Festival (BFF).
Furthermore, the platform’s tech-enabled service, AI Skin and Hair Analyser is also leveraged to increase the segment’s proliferation with the Indian shopping cohort.