Myntra Onboards Malvika Sitlani's MASIC
Myntra Onboards Malvika Sitlani's MASIC

Beauty aficionado and widely-admired creator, Malvika Sitlani's lifestyle brand, MASIC, is launching on Myntra, enabling shoppers to access compelling and luxurious home and personal care products at affordable price points. Myntra’s personal care and home categories continue to witness an uptick in demand on the platform and the addition of MASIC is poised to enhance traction for body lotions and oils, with winter setting in.

The brainchild of two best friends, Malvika Sitlani and Veronica Bahl, MASIC was born out of a conversation during the lockdown in 2020, with a goal to create a beauty and lifestyle brand that was filling a white space in the market of creating luxurious, yet budget-friendly self-care products. One of the first influencers to start creating captivating beauty content, Malvika Sitlani is synonymous with beauty and personal care in India, coupled with co-founder Veronica's keen understanding of the D2C beauty landscape, MASIC is poised to unlock its next level of growth through its association with Myntra.

Ahead of Myntra’s upcoming seventeenth edition of its marquee End of Reason Sale, MASIC will be offering its entire portfolio on the platform, including its best-selling Skin Juice Luxe Body Oil, Aromatic Candles, Always on Me Fragrances, and the Bath and Body Range, ranging from Rs 699 onwards, while the brand's divine bundles and trio assortment start from Rs 1199 onwards. MASIC is confident of building its consumer base of personal care enthusiasts across India through its association with Myntra and is looking forward to becoming India’s preferred holistic personal-care brand in the coming years.  

Malvika Sitlani, Co-Founder and CEO, MASIC said, “As a young bootstrapped brand, we see the partnership with Myntra as a great opportunity to leverage the platform's massive reach to a huge pan-India base of discerning customers. In addition, Myntra is known to provide great service through its customer-friendly app, which has been a focus for MASIC from its inception. With this unparalleled partnership, we aim to reach 10x more consumers, including people who may not have heard of Malvika Sitlani, the creator and would get acquainted with the brand first, which is key to sustaining MASIC as a D2C Brand.

Rahul Sachdev, Senior Director - Beauty and Personal Care, Myntra stated, “We are excited to launch MASIC on Myntra. As a long-standing enabler of the creator ecosystem, the association with MASIC is a natural extension of Myntra’s commitment to empower creator-led brands and accelerate its growth journey. MASIC’s impeccable line of products coupled with Myntra’s vast experience of nurturing and scaling brands including ones from the D2C space makes us confident of MASIC’s success with personal care enthusiasts across the country.

MASIC will enjoy a dedicated Online Brand Store (OBS) on Myntra, along with extended visibility across the platform's pioneering social-commerce verticals, M-Live and Myntra Studio. 

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