Half of Myntra's beauty product orders now come from Tier-2 and 3 cities

The Walmart-owned fashion retailer is scaling up its operations to tap the BPC market, which is expected to grow $38 billion by 2028

The beauty and personal category (BPC) market, currently worth over $27 billion, is becoming one of the most significant opportunities for Myntra. The Walmart-owned fashion retailer has for the first time recorded about half of all BPC orders coming from Tier-2 and 3 cities and towns. About 55 per cent of the remaining orders now come from metros and Tier-1 cities.

“Beauty and personal care as a category is a big focus for us. We have been working on it for the last two years,” said Myntra CEO Nandita Sinha in an interview. “We have seen tremendous growth and scale