Myntra Beauty has launched cosmetic brand Anastasia Beverly Hills to bolster Myntra’s collection of international beauty brands.
Myntra Beauty has launched the global brow and cosmetic brand, Anastasia Beverly Hills to cater to the rising demand for globally-acclaimed premium beauty and personal care brands amongst its growing consumer base.
Anastasia Beverly Hills also aims to tap into Myntra’s thriving cohort of Gen Z and millennial consumers. It believes in inclusivity in make-up and works with an array of global beauty experts, such as Patrick Starr and Nicole Guerriero, to create interesting content for their millions of social media followers.
The brand's products have an average selling price between INR2000–2500. It is cruelty-free and has four different makeup categories, including eyes, face, brows and lips. The marquee products include brow wiz, brow definer, loose setting powder, clear brow gel, liquid lipsticks, soft glam eyeshadow palette and liquid liner, among others.
Describing about the brand, Sharon Pais, Chief Business Officer, Myntra, said, “We are elated to onboard iconic beauty brand, Anastasia Beverly Hills, onto our platform. As an innovator in the global beauty space with its highly celebrated range of products, Anastasia Beverly Hills is poised to create a furore among make-up and beauty enthusiasts across the country. With Myntra’s sharp content offering, product-tech prowess, and strong supply chain network, we hope to build the best synergies.”
Myntra’s beauty and personal care portfolio currently has more than 700 domestic and international brands and more than 30,000 styles. In the last six months, Myntra has considerably strengthened its vertical from 400 brands to 700 brands, roughly adding 300 brands and 20,000 stock-keeping units, for their consumers to choose from.