Myntra boosts presence of International Brands, adds YSL, Ouai, Laura Mercier, TirTir and more to its portfolio

• The new additions include YSL, Laura Mercier, Tir Tir, D’You, Ouai, alongside already existing beauty powerhouse like Clarins, Stila, Jeffree Star, Lancôme, Skin 1004, and Giordano
• Myntra offers innovative tech features like ‘Looks Virtual Try-On’, AI-powered Skin Analyzer, and Product Finder for a personalized and seamless shopping experience.

Bengaluru, May 2, 2025:  Myntra, India’s much-loved shopping platform, is thrilled to announce the launch of some of the most loved global beauty brands, including YSL, Laura Mercier, and TirTir to its strong portfolio.  Reinforcing the e-commerce giant’s commitment, this launch brings India’s billion+ aspirational beauty lovers closer to these eminent brands.

As India’s beauty market flourishes, Myntra has become a preferred destination for international brands looking to tap into the country’s growing demand for premium skincare, makeup, and fragrances. According to a report by Kearney, India’s luxury beauty market—already valued at over a billion dollars in 2024—is projected to reach $1.6 billion by 2028 and $4.0 billion by 2035, growing at a CAGR of 14%. This makes it one of the fastest-growing beauty markets in Asia and globally.

The Indian beauty industry is witnessing a strong surge in demand for global beauty solutions, driven by social media influence, Gen Z adoption, and increasing awareness of premium skincare and makeup routines. Today, the fastest growing category (of scale) on Myntra, Myntra Beauty, has been growing at 3X of the market. With a compelling selection of over 150,000 styles from 2900+ beauty brands, Myntra in a short span  has emerged as the go-to destination for aspirational beauty shoppers for all things skincare, haircare, makeup, and fragrances across the country. As India’s premium and luxury beauty market continues to expand, Myntra, with its reach across India’s 98% serviceable pin codes, is at the forefront of  offering the finest global beauty products to its 70-million-strong monthly active customer base.

Expanding its international beauty portfolio with a diverse selection of beauty products Myntra, in the past few months launched several globally renowned brands across trending segments including   J-Beauty, K-Beauty, derma skincare, and luxury fragrances.

New additions include: 

• Laura Mercier: A French luxury beauty brand known for its flawless, skin-first makeup, including the iconic Translucent Loose Setting Powder, Tinted Moisturizer, and Caviar Stick Eye Shadows.

• Yves Saint Laurent (YSL): A globally celebrated luxury beauty brand, offering  sophisticated fragrances on Myntra that blend timeless elegance with modern glamour.

• TirTir: A popular K-Beauty brand recognized for its innovative cushion foundations, deeply hydrating skincare, and dewy, glass-skin finishes.

• D’You: An ingredient-conscious, science-backed skincare brand, known for its minimalist yet powerful formulations like Hustle and Unwind, designed to simplify skincare routines.

• Ouai: A celebrity-favorite hair care brand founded by Jen Atkin, offering luxurious shampoos, conditioners, and styling products that combine salon-quality performance with effortless styling.

These new brands join Myntra’s growing lineup of international beauty powerhouses, including Clarins, Stila, Jeffree Star, Lancôme, Skin 1004, and Giordano, reinforcing its position as a leading destination for global beauty in India. Myntra already features an impressive lineup of international beauty brands, including MAC, Bath & Body Works, Dyson, Victoria’s Secret, Beauty of Joseon, Clinique, Jaguar, Huda Beauty, and Davidoff.

In the last 4 years, Myntra has witnessed a significant surge in demand for International Beauty brands, with Tier 2 and 3 cities emerging as key growth drivers, now contributing to a substantial portion of beauty orders. This increasing appetite in non-metro regions is being met by Myntra’s strategic integration of technology, including the ‘Looks Virtual Try-On’ feature (currently featuring brands like L’Oréal Paris, M.A.C, Maybelline and NYX Professional Makeup and more) the AI-powered Skin Analyzer (for personalized recommendations), and the Product Finder, enhancing product discovery and driving higher engagement across its user base. This growth aligns with the projected expansion of India’s online beauty and personal care market, estimated to grow at a CAGR of 25-30% by 2028, as highlighted in the Bain & Company and Myntra report.

Excited about the launches, Venu Nair, Head of Strategic Partnerships and Omni Channel Myntra, said, “At Myntra, we recognize that beauty is deeply personal, and every consumer seeks products that resonate with their unique style and preferences. As we are building for the diverse beauty needs of the discerning customers in India, we are providing a flywheel for international beauty brands to thrive in the market and reach millions of customers in the deepest corners of the country.   On the back of Myntra’s cutting-edge tech, unparalleled reach and a keen understanding of the needs of new age, trend-first India, we are excited to strengthen our international beauty brand portfolio, offering our customers the best of beauty solutions from around the world and also shape the future of beauty retail in India.”

Myntra is committed to enhancing the beauty shopping experience through innovative technology and premium services. AI-driven recommendations, virtual try-ons, and beauty masterclasses provide a more personalized shopping journey, while Myntra’s M-Now ensures fast-tracked delivery of beauty products. Beauty—both international and homegrown—has been one of the top-selling categories on M-Now, highlighting its growing demand among shoppers.