Ahead of EORS-18, Myntra adds ‘NYX Professional Makeup’ to its catalogue of International Beauty Brands


Bengaluru, May 17, 2023: Myntra has on-boarded NYX Professional Makeup, a leader in the global color cosmetics industry, further strengthening its expansive catalog of international offerings in the Beauty and Personal Care (BPC) segment. A pioneer with its social media approach, NYX Professional Makeup is one of the most influential and top-ranked brands among top beauty vloggers, Instagram influencers, and millions of fans across the globe. The brand’s USP of being an accessible professional makeup brand made for all, sets it apart, making it widely loved across cohorts. NYX Professional Makeup launched on the platform on 8th May.

Established in 1999, in Los Angeles by Toni Ko, NYX is known for its iconic color pigments, pro applicators, supremely comfortable and high-performing formulae, along with inclusive shade ranges. The brand also resonates well with product-conscious consumers for its take on diversity, pro-artistry and self-expression stance, and its motto of being 100% vegan and cruelty-free.

Ahead of EORS-18, Myntra’s marquee shopping festival, NYX will be presenting options ranging from simple daily wear products to absolute pro-artistry offerings that empower the creative mindset of beauty enthusiasts. The categories launching on Myntra include lips, eyes, and face make-up, with inclusive products that cater to all skin types. Some of the leading products from the brand’s portfolio include the Lip Lingerie XXL, Epic Ink Liner, Ultimate Shadow Palettes, Marshmellow Primer, and the best-selling Make-up Setting Spray. NYX will be offering its entire range on Myntra at an attractive starting price of Rs 650 onwards.

To add to the brand’s visibility on the platform, Myntra will enable NYX with an Online Brand Store (OBS), while also activating its pioneering social commerce propositions, M-Live and Myntra Studio for the launch of the brand. To further augment the launch, the platform will implement a 360-degree marketing approach, which includes the distribution of influencer kits with popular content creators for traffic redirection, alongside an effective social media campaign. Myntra has also launched an AR filter feature on Myntra Beauty, which will further help consumers achieve an enriching shopping journey. As a part of the launch offer, Myntra is offering a flat 25% price reduction on MRP, along with gifts with purchase, to boost the launch.

Some of the popular trends among beauty enthusiasts this season have been Next Level Lashes: with pigmented mascaras becoming a very popular lash product, Ethereal Glitter: used to highlight with a boujee shimmer, Statement Colours: are also having a popular moment, leading the ‘bolder is better’ trend.

Talking about the launch of the brand, Anmol Sikka, Director – of Beauty and Personal Care, at Myntra, said, “We are delighted to announce the much-anticipated launch of NYX Professional Makeup on Myntra, which is poised to be a game-changer in the world of professional make-up. As the appetite and inclination for international beauty brands grow in the country, we are excited for our shoppers to unleash their creativity and explore their unique styles with NYX. We believe that beauty should be inclusive and empowering, and NYX embodies that ethos by offering a diverse range of products at accessible price points.”

Touching upon the association, Zeenia Shroff Bastani (General Manager – Maybelline New York & NYX Professional Makeup) said, “NYX is a professional makeup brand, accessibly-priced and made for all. Myntra is one of the top players in the Indian beauty e-commerce landscape, growing year on year on the back of innovating beauty tech experiences, growing assortment along with ensuring best-in-class delivery services. Like Myntra’s vision of democratizing fashion, NYX Professional Makeup is also here to democratize professional makeup and make pro artistry available to all, setting us up for a strong association. The possibilities to do this and much more with Myntra’s fantastic shopper fraternity are immense. NYX will also look at engaging with Myntra Insider shoppers and delivering the joy of having an accessible professional makeup range for its special members!”

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