The online retailer announced the addition of NYX Professional Makeup to its platform, with the Los Angeles-based beauty brand becoming available for purchase on May 8th.

“As the appetite and inclination for international beauty brands grow in the country, we are excited for our shoppers to unleash their creativity and explore their unique style with NYX. We believe that beauty should be inclusive and empowering, and NYX embodies that ethos by offering a diverse range of products at accessible price points,” said Anmol Sikka, director of beauty and personal care at Myntra.

In anticipation of Myntra’s highly anticipated shopping festival, EORS-18 (End of Reason Sale), NYX will showcase a wide array of product choices. These options will span various categories, including lip products, eye products, face makeup, as well as inclusive offerings suitable for all skin types.

“Like Myntra’s vision of democratizing fashion, NYX Professional Makeup is also here to democratize professional makeup and make pro artistry available to all, setting us up for a strong association. The possibilities to do this and much more with Myntra’s fantastic shopper fraternity are immense,” said Zeenia Shroff Bastani, general manager of NYX Professional Makeup.

In order to enhance the brand’s presence on the platform, Myntra will provide NYX with an online brand store (OBS) and leverage its social commerce features, namely M-Live and Myntra Studio, for the brand’s launch. NYX highlighted that these initiatives will contribute to its increased visibility and engagement on Myntra.

Myntra has recently introduced an augmented reality (AR) filter feature on Myntra Beauty. To commemorate the launch, Myntra is offering a 25 percent discount along with complimentary gifts.

NYX Professional Makeup, founded in 1999 by Toni Ko, takes its name from Nyx, the Greek goddess associated with the night. The brand was acquired by L’Oréal, a leading French personal care company, in 2014.