Myntra launched its beauty and personal care segment nine months ago is targeting $100-150-million business by March 2019 and is in talks to launch private labels for this segment in six months.
They have tied up with premium and mass premium brands and will launch a private label in the categories where they see a gap to bridge in terms of pricing for the mass segment.
This includes colour cosmetics for lips, nails and eyes and fragrances for both men and women in the lower end segment, including deodorants and men’s grooming products.
With emphasis on growing the business in this category, Myntra plans to increase user engagement on the app.
The frequency of business in the category is higher than apparel and it is unit economics profitable.
The portal has also built visualisation tools in the colour segment and will start new product sampling for consumers who shop for apparel on the site.
