Ahead of EORS 15, Myntra Beauty onboards Jeffree Star Cosmetics

Bengaluru, December 14, 2021: Myntra announces the launch of Jeffree Star Cosmetics, a unique line of iconic hues and covetable textures in makeup, created by the celebrated Youtuber and make-up mogul, Jeffree Star, himself. Jeffree Star Cosmetics are designed to inspire all beauty lovers to take risks, have fun, and be proud of who they are. With vibrant, bold, and bright signature colours and high pay off, Myntra is hosting Jeffree Star’s range of popular eye shadow palettes, luxurious velvet lipsticks and their delicious sugar-based velour lip scrub, among others, on the platform.
 
With presence in over 250 countries, Jeffree Star Cosmetics was born out of the Youtube icon’s obsession with make-up from a very young age, who wanted to inspire people to stay true to themselves and have fun while doing it. Apart from the products being richly pigmented, easy to blend coupled with the amazing colour pay off, all their products are cruelty-free and vegan. With the addition of Jeffree Star Cosmetics, Myntra continues to emerge as the new go-to destination for the category in the country, with one of the largest assortment of international brands and styles under one roof. It currently houses 750+ brands and 38,000 products, of which 400 brands and 15,000 products were added this year alone. Myntra is also betting big on the category for the upcoming edition of its marquee biannual event, End of Reason Sale, slated to be held between December 18-23 with early access beginning on December 17.
 
Speaking on the launch of Jeffree Star Cosmetics, Sharon Pais, Chief Business Officer, Myntra said “We are thrilled to onboard Jeffree Star Cosmetics, a revered global makeup brand, that will generate excitement and demand amongst our beauty-first consumers. At Myntra, it is our constant endeavour to bring the best of international beauty and fashion to our shoppers and our partnership with LUXASIA solidifies that intent further. As the year comes to a close, we are expecting to continue this growth momentum into 2022, with the Beauty and Personal Care category registering over 2.5X YOY growth on the platform.”
 
Speaking of launching on Myntra, a spokesperson from Jeffree Star Cosmetics said “With the amazing response we found in India earlier this year, we are really excited to expand Jeffree Star Cosmetics with Luxasia by our side at Myntra! The energy and artistry in India are real and we are here for it!" 
 
Adding to that, Praseed Changarath, Country Manager, Luxasia India, said “LUXASIA is thrilled to partner with Myntra again for the launch of Jeffree Star Cosmetics. LUXASIA will continue to collaborate with Myntra, the destination for all things beauty, to delight consumers with the finest beauty brands. Together, we strive to unlock the immense potential of India’s fast-growing luxury beauty market.”