Myntra Beauty bolsters global selection with the addition of Farmacy’s exquisite range of unique Farm-to-Face skincare solutions
- US based Farmacy has launched 26 SKUs on Myntra Beauty, across categories like serums, cleansers, masks, toners, and moisturizers, at an ASP of ₹3800
- The best-selling products of the internationally-revered brand include, the Green Clean Makeup Removing Cleansing Balm, the Honey Halo – Ultra-Hydrating Ceramide Face Moisturizer, and the Deep Sweep 2% BHA Pore Cleaning Toner with Moringa +Papaya
Bengaluru : Farmacy, a popular US-based clean skincare brand spearheading the mission to cultivate conscious beauty, has forayed into India and will be available on Myntra Beauty, adding to the platform’s robust catalogue of science-based skincare and wellness brands. The brand is best-known for its clean and cruelty-free skincare formulas, and for steering clear of chemicals like parabens, sulfates, SLS, SLES, phthalates, mineral oils, and formaldehyde.
Founded in 2015, Farmacy Beauty is a clean skincare brand with a focus on chemistry and formulas that work, and an obsession over positive product experience. The brand goes the extra length in sourcing quality and ethical ingredients via collaborations with small local farmers, to infuse extracts into its formulas, thus enabling shoppers with a unique farm-to-face skincare routine. The brand sources its Moringa from the Sea view Farm, in Coachella Valley, California, Honey from the Old Mudcreek Farm, in Hudson, New York, and Acerola Cherry from farms in Pernambuco, Brazil, to incorporate into its products. Farmacy caters to an evolved consumer cohort who believe in result-driven skincare, with its unparalleled range of cruelty-free products, while also resonating well with conscious consumers who make clean choices for themselves and for the environment. Farmacy is keen to capitalize on ithe demand and rise of the conscious skincare category in the Indian market.
The brand will be launching 26 products across categories like serums, cleansers, masks, toners, moisturisers, that are popular across genders, on Myntra, at an ASP of ₹3800. Some of the best-selling products from Farmacy include, the Green Clean Makeup Removing Cleansing Balm, Honey Halo – Ultra-Hydrating Ceramide Face Moisturizer, and the Deep Sweep 2% BHA Pore Cleaning Toner with Moringa + Papaya, among others. Farmacy is a strong believer in sustainability and uses 100% recyclable or recycled packaging, while also pledging 3 million meals annually to families in need, via the Feeding America + Second Harvest, hunger relief organisations. The brand also has a ‘Leaping Bunny’ accreditation, the only internationally recognized symbol guaranteeing consumers that no new animal tests were used in the development of any product. The launch of Farmacy comes off the back of an array of global beauty brands entering the Indian market in association with Myntra, which is further solidifying its position as one of the leading Beauty destinations in the country built on a superlative customer experience, with distinguished tech-enabled assisted selling. The skincare category has witnessed consistent month-on-month growth on Myntra, making it an integral part of the Beauty and Personal Care segment (BPC). This year Myntra Beauty is witnessing further acceleration in growth and has clocked 2-3X the online market growth registered in January and February so far. Myntra Beauty currently houses a robust collection of 1400+ brands and over 75000 products and is on course to add 50+ international brands on the platform this year to bolster its wide selection. The BPC segment in India is currently valued at $18 Bn and is poised to reach $25 – $26 Bn by 2025.
Farmacy Beauty is brought to India by Asia Pacific’s beauty omni leader, LUXASIA, via its India entity Indosing Distribution Pvt Ltd. Myntra has partnered with Indosing Distribution to bring a host of brands like Kora Organics, Caudalie, Benefit & Jeffree Star Cosmetics.
