Myntra poised to become India's largest beauty and personal care player

The segment is a major driver of new customer acquisition for the Walmart-owned firm, as vaccination penetration rises and more people venture outdoors

Walmart-owned fashion retailer Myntra is set to emerge as the biggest beauty and personal care (BPC) player in the country and give strong competition to traditional players and online beauty platforms such as Nykaa, MyGlamm and Purplle.

Beauty and personal care is a major driver of new customer acquisition for the firm. A much higher proportion of users are making their first orders on Myntra are showing affinity towards buying BPC items.

The coronavirus pandemic has accelerated the shift among consumers towards online shopping of these products.

“With the restrictions posed by covid and overall the shift in the market has propelled consumers