Bengaluru: Myntra Beauty has added Farmacy, a US-based skincare brand, to its platform as it expands its international brand portfolio. The beauty arm of fashion marketplace Myntra has added 26 products from Farmacy across a number of categories. These products are available at an average selling price (ASP) of Rs 3,800.
Myntra recently began pushing its beauty arm majorly in 2021, when pandemic-led online shopping saw a major boom, and people started experimenting with new brands. Currently, Myntra Beauty retails over 1,400 brands—with at least 50 international brands—and more than 75,000 products.
The brand Farmacy will be launching 26 products across categories like serums, cleansers, masks, toners, moisturisers, and more on Myntra. With its association with Myntra, Farmacy aims to make inroads in the booming conscious skincare category in the Indian market.
“The skincare category has witnessed consistent month-on-month growth on Myntra, making it an integral part of the Beauty and Personal Care segment (BPC). This year Myntra Beauty is witnessing further acceleration in growth and has clocked 2-3X the online market growth registered in January and February so far,” a Myntra spokesperson said in a statement.
Farmacy Beauty had entered India through a partnership with Luxasia’s India entity Indosing Distribution Pvt Ltd. Myntra had earlier partnered with Indosing Distribution to bring a host of brands like Kora Organics, Caudalie, Benefit & Jeffree Star Cosmetics.
