Myntra Beauty is thrilled to announce the highly anticipated launch of The Ordinary, a globally coveted, science-backed skincare brand, to its extensive beauty portfolio. This addition further strengthens Myntra's commitment to offering consumers a diverse and comprehensive selection of high-quality, efficacious skincare, encompassing both beloved made-in-India and international brands.

The Ordinary, a brand that has democratized the skincare industry since its inception in 2016, is renowned for its commitment to transparency, integrity, and powerful, ingredient-focused formulations at accessible price points. By demystifying skincare and championing "clinical formulations with integrity," The Ordinary empowers consumers to understand the science behind their regimens. Their clean and straightforward approach, simple packaging, and clear product names—often highlighting the star active ingredients and their percentages—have cultivated a generation of "skintellectuals" who prioritize effectiveness and value.

The brand portfolio available on Myntra Beauty will feature 46 products from The Ordinary's line, including their bestsellers such as the The Ordinary Glycolic Acid 7% Exfoliating Toner, The Ordinary Niacinamide 10% + Zinc 1%, the recently launched The Ordinary Soothing & Barrier Support Serum, the hydrating THE ORDINARY Hyaluronic Acid 2% + B5 Face Serum, and the advanced The Ordinary Multi-Peptide + Copper Peptides 1% Serum, amongst others. This selection will cater to a wide array of skin concerns, bringing targeted solutions within reach of Myntra Beauty's vast customer base.

The integration of The Ordinary marks a key addition to Myntra Beauty's already impressive international beauty portfolio. As India's beauty market flourishes, Myntra has consistently positioned itself as the preferred destination for global brands seeking to tap into the country’s burgeoning demand for premium skincare, makeup, and fragrances. Myntra Beauty, currently the fastest-growing category (of scale) on the platform, has been expanding at 2X the market rate.

At Myntra, we recognize that beauty is deeply personal, and every consumer seeks products that resonate with their unique style and preferences," said Venu Nair, Head of Strategic Partnerships and Omni Channel, Myntra. "The arrival of The Ordinary is a testament to our dedication to bringing one of the most coveted and scientifically sound skincare solutions to India. As a valued addition from The Estée Lauder Companies' portfolio, this significantly strengthens our existing array of science-backed skincare and further enriches our international beauty offerings, providing a flywheel for global beauty brands to thrive and reach millions of customers across the deepest corners of the country. On the back of Myntra’s cutting-edge tech, unparalleled reach and a keen understanding of the needs of new age, trend-first customers, we are excited to offer the best of beauty solutions from around the world and also shape the future of beauty shopping in India."

The introduction of The Ordinary complements Myntra's recent expansions within its international beauty portfolio, which have seen the successful launch of brands like YSL, Laura Mercier, TirTir, D’You, and Ouai. These join an already formidable lineup of beauty powerhouses including Clarins, Stila, Jeffree Star, Lancôme, Skin 1004, and Giordano, reinforcing Myntra's leadership in the premium beauty segment.