Beauty is one of the most popular categories of e-commerce platform Myntra, which has taken a step ahead in enticing the millennials and Gen Z with the launch of LoveChild by Masaba range of beauty products in Mumbai recently.

As the ‘Masaba Masaba’ protagonist demonstrated the functions of the Nakhre Highlighter Palette and Band Baaja Blush to the audience, she was joined on stage by Sharon Pais, Chief Business Officer, Myntra. Pais resonated with Gupta’s offering of a refreshingly Indian beauty standard through this range, which is suitable for every Indian skin tone.

Effortless Makeup for Indians

“As a platform, Myntra wants to serve shoppers across all lifestyle destinations such as fashion and beauty,” says Pais, excited about the love that consumers have been showering for the fashion and beauty in both mass and premium categories. Myntra is the chosen partner for the new face category for LoveChild, a brand that prides about being ‘Indian for the world’ and consciously presents products enhancing the Indian beauty and wellness for the larger diaspora. Pais accredits Masaba’s signature style that syncopates with dusky, medium and fair complexions seamlessly.

“We have more than 1,400 brands. At Myntra, we amalgamate great products like Lovechild and integrate them with the platform’s product finders to give better access to the shopper. We have a fantastic catalogue and tools to curate the shopping experience as per needs,” mentions Pais as she points out how the macro trend of inclusivity in fashion is reflected wonderfully by LoveChild’s line-up.

Some of the great benefits that Masaba’s brand gets while being on the Myntra radar is the virtual try-on experience, wherein buyers can upload their images and see which shade or palette suit them the best. Apart from this, the bustling Gen Z customer base also gets drawn to the unequivocally Indian beauty standards by LoveChild.

Global Wellness Industry

With brand ambassador Anushka Sharma for the new face category, Myntra has gone viral through their latest digital film raking in a massive 3.7 m views on YouTube within just three weeks of release. ‘I’m not Myntra’ is a humorous catchphrase used in the digital film by Anushka to explain the product variety that the company offers in all verticals. That’s the goal, Pais emphasizes, as Myntra has a diverse set of customers to cater to in the country.

“We want global brands to be available on Myntra so that we can shop to our heart’s content from the comfort of our home. That’s the core need of our shopper and we are constantly in the quest to break barriers. Our international portfolio has more than 25 brands. We launched Boohoo recently. Be it OnePlus or Macy’s, it’s about understanding the consumer’s needs,” she maintains.

When asked about the factors influencing brand collaborations, Pais shares examples of several homegrown, national, and co-created brands that fit the young mindset perfectly. “LoveChild choosing us to collaborate is in itself a testimony to our partners’ trust in our capacity and scale. Our in-platform marketing tools help brands talk about their story and start communicating with customers,” she concludes.