Anastasia Beverly Hills’ Emerges As Myntra’s Recent Addition To Its Range Of Beauty Products

Building towards a wider base of its Gen Z consumers, Myntra has launched Anastasia Beverly Hills, the global brow and cosmetic brand on its website. Amidst the brands competing for different cosmetic and beauty products, Myntra has emerged as one of the platforms pioneering in the fashion industry. The product range has an average pricing of Rs.2000-25000 and it varies across a range of products for eyes, face, brows and lips.

Patrick Starr and Nicole Guerriero are some of the renowned beauty experts which have been associated with the brand through composing the social media content for their millions of followers.

Key  takeaways :-

1) Myntra recently launched a new luxury platform serving high end brands and products.

2) The products of the global fashion brand will range usually between Rs. 2000-2500.

3) The brand provides a range of products for eyes, brows, face and lips.

4) The brand sustains a heavy following on social media and celebrity beauty experts like Patrick Starr and Nicole Guerriero have displayed their association through social media. 

The global fashion and beauty products have gripped the market with increasing pace over the last year. With digital platforms providing a plethora of options to the consumer base across the globe, inclusivity alongside variety is what most platforms try to offer. An addition of this international beauty brand only adds to Myntra’s pre-existing range for its Indian consumer base. The launch of the brand also comes at a time when the digital platform has also announced its collaboration with ‘Missguided’, a UK based multi-channel retailer.

Sharon Paris, the chief business officer at Myntra has been quoted saying, “ With our content offering, product-tech prowess, and strong supply chain network, we hope to build the best synergies.” The brand already sells through e-commerce platforms like House of Beauty and Nykaa. Myntra recently launched a luxury platform for make-up products and tools which would cater to a high end range of brands and their products.

The company said it is catering to the rising demand for globally acclaimed personal care and premium beauty brands. Anastasia Beverley is followed by nearly 20 million people on Instagram.

Myntra’s beauty and personal care portfolio has around 700 international and domestic products. For the last six months, the platform has bolstered its vertical by putting in 300 of these brands.

Accessed by business intelligence platform Tofler, In the last fiscal year that ended in March 2020, Myntra Designs Private Limited reported a big net loss of ₹744.4 crore, the company said in its registrar of companies documents. The Flipkart- group company said its combined net loss was ₹539.4 crore. Its net income rose by 57.8% in the same fiscal year to ₹1718.5 crore from ₹1088.8 crore in the Financial Year 2018-19.