Myntra is planning a facelift with private beauty labels

Myntra is targeting $100-150-million business by March 2019 for its beauty and personal care segment, launched about nine months ago.

 

The fashion portal is also in talks to launch private labels in six months.

 

"Our focus in terms of the brands we have tied up with has been premium and mass premium. We will launch a private label in the categories where we see a gap to bridge in terms of pricing for the mass segment," said Ananth Narayanan, chief executive, Myntra.

 

This includes colour cosmetics for lips, nails and eyes and fragrances for both men and women in the lower end segment, including deodorants.

 

"Personal care and beauty are strong brand play, while colour and lower-end fragrance is something users are willing to experiment with," said Bindu Mendonca, senior vice-president, women and emerging businesses, Myntra.

 

The portal will also launch its labels in men's grooming products, which make up one-fourth of revenue in the personal care category at present, said Narayanan.

 

According to experts, private labels in the category can yield up to 35% margins for the online retailer vis-a-vis other brands where margins are 15% at most.