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Venu Nair, Chief of Strategic Partnerships and Omnichannel, SVP, Myntra
Myntra has been sharply focusing on building the beauty category, which has been witnessing rising spends from Indian consumers. Nearly 30 per cent of Myntra’s 70 million monthly active users are now turning to the platform for beauty purchases. The platform is also witnessing a rise in demand for international brands, fuelled by K-Beauty and J-Beauty trends and led by Gen Z. With M-Now being piloted in Bengaluru, Delhi and Mumbai, the lifestyle e-retailer is also bullish on quick commerce deliveries in the beauty space.
Venu Nair, Chief of Strategic Partnerships and Omnichannel, SVP, Myntra, told businessline, “We are one of the very few, if not the only large retail marketplace, which has managed to break into a non-core category and are scaling it up significantly. Beauty segment, for us, now has nearly 20 million monthly active users, which is 30 per cent of our the overall 70 million monthly active users. The monthly active customer base for beauty has seen a 65 per cent growth. So while the penetration is good, there is huge headroom for growth just on the platform itself. Overall there are estimates that India is expected to contribute nearly 5 per cent to the global beauty market, this makes the overall opportunity even more significant.”
The digital and online beauty segment is growing at a faster clip than overall beauty segment. Take for instance: Skincare segment — rising adoption of multi-step skin rituals — has led to 60 per cent spike in skincare segment in the March quarter for Myntra, while fragrances sales were up 50 per cent.
The platform believes wider selection, digital innovations including virtual try-on, creator-led discovery and personalised shopping trends are key to further scale up in the segment.
The platform, which has offerings from nearly 3000 brands, has been focusing on inking partnerships with international brands, in a bid to offer a wider selection. Nair said that access to international brands has been one of the key factors that is aiding the platform’s growth in the beauty segment. He added that with higher disposable incomes, consumers are trading up to premium brands. “International beauty segment is growing at twice the rate of the online beauty segment. Trust about authenticity of products is key and Myntra is increasingly becoming the platform of choice for accessing international brands for consumers. We have also seen Gen Z’s spends on international brands growing at 40 per cent year-on-year,” he added.
Nearly half of beauty customers for international brands are from tier-2 and 3 cities. “With our penetration in fashion and beauty, today we are deeply entrenched into the affluent pockets even in the remotest corners of the country, Overall, we have observed a 54 per cent growth of customers in non-metro regions for International Beauty,” Nair stated.
With Myntra piloting its quick commerce platform M-Now in three cities, it believes that will give it an edge in the beauty space. “Quick commerce has changed consumer behaviour and is driving consumption. Taking the best of the products from our wide selection including international brands and being able to offer it at speed will enable us to offer a unique proposition,” Nair said.
Published on May 23, 2025
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