Anastasia Beverly Hill, a cosmetic brand has partnered with E-Commerce retailer Myntra to bolster its online presence and also to strengthen its collection of international brands.
Anastasia had entered the Indian market initially in 2020 through a partnership with the House Of Beauty which retains the distribution rights for the brand in India and presently sells through multi-brand retailers like Nykaa and Sephora.
Myntra said that it is planning to the surging demand for globally acclaimed premium beauty and personal care brands.
Anastasia Beverley Hills will put up the entire range of its makeup products and tools on Myntra’s newly launched luxury platform.
Sharon Pais, Chief Business Officer, Myntra said on the launch of Anastasia Beverly Hills, “We are elated to onboard iconic beauty brand, Anastasia Beverly Hills, onto our platform. As an innovator in the global beauty space with its highly celebrated range of products, Anastasia Beverly Hills is poised to create a furore among make-up and beauty enthusiasts across the country. With Myntra’s sharp content offering, and strong supply chain network, we hope to build the best synergies.”
Anastasia Beverly Hills is one of the fastest-growing brand in the world, not only that it believes in inclusivity in makeup, it is cruelty-free, and also works with renowned beauty professionals like Nicole Guerriero, Patrick Starr to create content for their social media followers.
Vice president of international brands at House Of Beauty, Sanjali Giri comments, “We are very thrilled to take the brand closer to its consumers with yet another major partnership. It has been an incredible journey for the brand in India and the response has been extremely encouraging. We are very thankful to our consumers for receiving the brand with so much love and with their support, taking the brand’s journey to the next level with this partnership.”