Bengaluru, 21 April 2026: Myntra recently announced the addition of the popular American beauty brand e.l.f. Cosmetics on its platform. The introduction of 100+ SKUs further strengthens Myntra Beauty’s international makeup portfolio and reinforces its focus on curating trend-first global brands for India’s fast-evolving beauty consumers.
e.l.f. Cosmetics is widely recognised for its accessible, premium-quality makeup rooted in vegan and cruelty-free formulations. Known for its innovation-led product development and deep cultural relevance, the brand has built strong global traction among Gen Z shoppers, driven by viral product moments, creator adoption and high-performance formulations. Today, e.l.f. stands at the intersection of affordability, inclusivity, and trend relevance, qualities that resonate strongly with India’s next-generation beauty consumer.
The launch comes at a time when India’s beauty landscape is undergoing a clear shift, driven by digital culture, creator influence, and rapid trend cycles. Makeup is increasingly seen as a tool for everyday self-expression, with young consumers seeking intuitive, versatile products aligned with conscious values. Demand for accessible premium, or ‘masstige’, offerings is also rising, as shoppers trade up for better performance and globally validated formulations without compromising on price. Aligned with these trends, e.l.f. Cosmetics strengthens Myntra’s beauty portfolio with a compelling mix of high-quality, affordable products across categories, including some of their bestsellers like the Power Grip Primer, Power Grip Dewy Setting Spray, Halo Glow Liquid Filter, Glow Reviver Melting Lip Balm and more.
Speaking about the launch, Deepak Joshi, Senior Director – Category Management, Beauty and Personal Care, Myntra, said, “Makeup continues to be one of the most dynamic growth drivers within Myntra Beauty, shaped significantly by Gen Z discovery patterns and trend cycles. e.l.f. Cosmetics brings a powerful combination of global credibility, social relevance, and product performance that aligns perfectly with how the category is evolving. As we expand our international beauty portfolio, we are committed to offering products that balance performance, accessibility and trend relevance at scale.”
The launch of e.l.f. further adds depth to Myntra’s Beauty portfolio, which is rapidly expanding and offers more than 175,000+ SKUs from 4000+ brands, with 200+ global brands across categories such as skincare, makeup, fragrance and bath and body. Myntra’s international beauty segment is growing faster than the online luxury beauty market. Strong demand from Gen Z consumers and rising adoption across non-metro markets continue to drive this momentum.
Myntra will also leverage its hyper-speed fashion delivery service, M-Now, to enhance accessibility and enable faster fulfilment, driving both trial and conversion among new-age beauty consumers.
The addition of globally trending brands like e.l.f. reflects Myntra Beauty’s long-term vision of building a future-ready beauty ecosystem that combines selection depth, trend authority, and seamless accessibility.
