The Myntra direct consumer (D2C) beauty portfolio is growing at 105 % on an annual basis, almost three times the average of the sector from 30 to 35 %, according to the data of the company shared with Etreteil. This growth comes on the back of the growing interest in local beauty brands, in the growing demand from level 2 cities and level 3 and the growing role of digital discovery in the consumption of products.“The waiter in the Indian beauty market is enormous,” said Sharon Pais, Cbo, Myntra, observing that the per capita spending of India for beauty is about 13 USD, compared to the 300 USD in the United States. “There is a leap in customer behavior, what was a routine to a cream is now a multi -phase regime, even in smaller cities.”
Myntra currently hosts almost 900 D2C beauty brands, with 155 added in the first half of 2025. The platform shows a growth of over 150 % on an annual basis in level 2 and level 3 adoption for D2C beauty, in particular in the eastern and north-eastern regions.The company base for users of the company, now to 21 million, represents 44 % of the demand for D2C beauty on the platform. According to Pais, the discovery is increasingly digital, helped by social media, peer reviews and content guided by influencers.
“There is no longer any gap of knowledge between Indian and global consumers. With the equality of information comes the equality of the question,” he said.
Myntra’s internal initiatives such as sampling technology have allowed brands to offer low -cost test products. “It reduces the cost of the scope for the brand and improves repeated use,” said Pais.He also shared that the company’s brand accelerator program, Myntra Rising Stars Beauty Edit, has completed a year and is showing a growth of almost 130 % on an annual basis. The initiative, which now includes 400 brands (with another 200 to be added by the end of the year), offers onboarding support, operational assistance and insights on the data of young brands. The remarkable participants showing high growth include naked anatomy, dash, deconstructing and others.
By commenting on the fastest delivery demand in the beauty segment, Pais shared that 65 % of D2C beauty orders on Myntra is satisfied on day 0 or day 1.
In addition to the D2C brands, the e-tailer is witnessing its growing international beauty segment of about 100 % on an annual basis, with Korean and Japanese beauty brands that see greater adoption, in particular in the care of skin and hair.
It is interesting to note that 50 % of customers for international beauty now come from level 2 cities and level 3, compared to a third of last year. However, Pais observed that while international segments and D2C are growing at comparable rates, D2C is slightly ahead, guided by a greater proliferation of the brand and local relevance.
