Personal Care Products in 2021

The demand for beauty and personal care products on Myntra is going off the charts, piggybacking off a huge surge in demand! With self-care and DIY activities getting a fillip during the pandemic, personal care products entered the haloed category of ‘essentials’ and stepped up to deliver exactly what consumers wanted. Adding strength to this category with a range of products is the launch of Bath & Body Works, the world’s leading specialty retailers & home to America’s Favorite Fragrances®. Renowned for its exclusive fragrances, body lotion, scented candles, body cream, body wash and hand soap, Bath & Body Works is all set to woo the discerning Indian audience.

The brand has swooned customers in the USA for over 20 years. With the launch on Myntra, they now look to increase their footprint across India. Myntra’s reach and popularity make for an ideal platform for the brand to spread its presence across geographies and connect with a wider base of consumers.

A fragrant experience

The loyal customers of Bath & Body Works have a lot to look forward to, with over 400 exclusive products across body care and home fragrance. Some of the most popular products include fine fragrance mists, body moisturizers, body lotions and creams, men’s body moisturizers, and body scrubs. The brand’s signature fragrance, Gingham, has been a top seller since its launch. Some of the other favourites include You’re the OneJapanese Cherry BlossomA Thousand Wishes, and Into the Night.

Bath and Body Works - Myntra
Bath and Body Works - Myntra

Bath & Body Works is also the top seller of 3-wick candles in America and has several fragrances in its kitty to entice customers. The candles are crafted with a patented soy blend wax and premium lead-free wicks and leave a smooth, beautiful melt pool every time for consistent quality from beginning to end. It also promises an aroma lasting up to 45 hours, thanks to high concentrations of rich fragrance oils!

Bath and Body Works scented candles

Skyrocketing demand for beauty and personal care products

The launch of Bath & Body Works bolsters Myntra’s strong proposition in the Beauty and Personal Care (BPC) category. Myntra offers its customers over 500+ brands, including some of the top global and domestic brands. Beauty and Personal Care products have been growing at the rate of 80% Y-O-Y. During the pandemic, the category witnessed a 26% surge in demand. Myntra has also added more than 100 new brands to its BPC portfolio in the last six months!

Tier 2 and 3 markets are a significant part of this mix and highlight a strong base of brand conscious consumers, with 30% of the demand coming from across these regions.

Bhuvnesh Dohare

Bhuvnesh Bhushan Dohare is the founder and CEO of, which he started in 2014 with his own digital marketing skills.

Leave a Reply

Your email address will not be published. Required fields are marked *