Myntra expands brand association with the onboarding of Bath & Body Works

Strengthening its beauty and personal care portfolio, e-commerce major Myntra has announced the launch of Bath & Body Works on its platform. Bath & Body Works is one of the world's leading specialty retailers and offers adn expansive range of exclusive fragrances for the body & home, body lotion and body cream, body wash, hand soap and fine fragrance mist.

Myntra offers its customers over 500+ brands in beauty and personal care category, including some of the top global and domestic brands on its platform. During the pandemic, the category saw an accelerated growth and witnessed 26% surge in demand coming from customers including YOY growth, of which 30% is coming from tier-II and tier-III markets, highlighting a strong base of brand conscious customers across these regions.

The launch will include 400+ styles of Bath & Body Works exclusive products across body care and home fragrance.

Ayyappan Rajagopal, Head of Business, Myntra, said, “Beauty and Personal care is an important category on Myntra and witnessed strong demand during the course of the pandemic, as shoppers preferred and experienced the convenience of shopping them online. We doubled our customer base for the category in the last 2 quarters of last year and also added about 100+ new brands to our portfolio in the last six months. Myntra’s association with Bath & Body Works is a significant one, considering the popularity of the brand and its discerning customers. Myntra’s reach and popularity make for an ideal platform for the brand to spread its presence across geographies and connect with a wider base of consumers.”

Myntra is largely known for its fashion offerings but has started expanding its beauty and personal care segment over the last few years.