Myntra’s beauty arm has reported a 200% year-on-year increase in men purchasing skincare products across India. The platform as a whole continues to grow at a fast pace, fuelled by new technological features.
Products which have seen a significant increase in popularity amongst Myntra Beauty’s male consumers include hair removal spray, acne and pimple care, and self-skincare, India Retailing reported. Products which focus on ingredients are gaining in popularity such as hydrating sheet masks, serums, and face and body washes among others.
Certain cosmetic products are also beginning to increase in popularity amongst Myntra Beauty’s male shoppers, according to the business. Foundations and concealers are leading the way in this category as the stigma around men using makeup has declined amongst numerous demographics.
Myntra Beauty has partnered with a number of male beauty and personal care influencers to promote its products on Instagram and disseminate the idea that male grooming can be creative and fun. The business has also increased the technological and AI-driven features on its e-commerce store and shopping app and recent introductions like its virtual try on tool have proved popular for foundations for both men and women. The business has also reported an increase in repeat customers.
The Flipkart-run business retails over 1,500 brands and over 200 international labels. Some of the platform’s bestselling brands include Lakmé, Makeup Revolution London, Armani, Bath and Body Works, L’Oreal Paris, Victoria’s Secret, and NYX Professional Makeup and the e-commerce platform hosts over 90,000 stock keeping units.
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