Bangalore, March, 2023: Leading fashion designer, entrepreneur, and actor Masaba Gupta participated in a live session with Myntra’s shoppers through its live commerce proposition, M-Live on the platform on 22 February. The event was part of the launch of the face make-up category of LoveChild, a cosmo-wellness and beauty brand founded by Masaba. During the big-bang launch event, Masaba engaged with her fans, fashion enthusiasts, and beauty aficionados, who in turn flanked the platform to get a glimpse of the widely-admired beauty maven. The live session was undertaken to introduce LoveChild’s ‘Shaadi’ inspired Band Baaja Blush creme blushes and Highlighted Nakhre, highlighter palettes, the session attracted a whopping 40K+ viewers, making it one of the largest live launches for a beauty brands on M-Live, Myntra’s live commerce platform.

The live session was simulcasted on Myntra Studio, Myntra’s Instagram page, Myntra Beauty’s Instagram page, Lovechild’s Instagram page and Masaba’s Instagram page. During the live session with her fans, talked about her connection with LoveChild, including showcasing the latest products inspired by the joy of self-love and the grandeur of Indian weddings. She explained how the packaging design of her products captures the energy and vibe of these celebratory moments, bringing them to life. The session also saw her speak about LoveChild’s latest launches designed for all Indian skintones, which include the two shades of Highlighted Nakhre – Chandni and Sitara, and the six vibrant categories of Band Baaja Blush – Bubblegum Baraat, Peach Puchka, Shocking Sharbat, Brown Kudi, Lal Lal Land, and Cinnamon Choli.

Staying true to her personality, Masaba kept the interaction fun and free flowing. During the session hosted by popular beauty influencer, Debasree Banerjee, Masaba also touched upon dealing with acne and sensitive skin over the years her desire not to restrict women with preconceived notions of beauty and skincare. She spoke about her fascination with ingredients such as hyaluronic acid, Shea butter, and niacinamide, while highlighting her admiration for ethical products, which led the way for her to ensure that LoveChild products are PETA certified and free from sulfates and parabens. The session culminated with mentions of unmatched offers that viewers could use to avail her products at attractive prices on Myntra Beauty.

With over 1400+ brands and 75000+ SKUs, Beauty and Personal Care is one of fastest growing categories on Myntra. With 100% engagement rates being witnessed across its sessions coupled with a significant growth in its live streaming traffic, Beauty is also a top-performing category on Myntra’s live commerce proposition, M Live. Myntra has facilitated 8000+ M-Live sessions so far with brands such as Lakme, MAC, Colorbar, Innisfree, Maybelline, MASIC, FAE Beauty, and Arata leveraging the proposition to interact with their communities on a deeper level. With the strong love and reception from the brands and customers for M-Live, Myntra plans to scale its brand-led M-lives to make up for a majority of all the live sessions in the next few months. On a daily basis, two hours of beauty content is scheduled on M-live with the Beauty Squad consisting of beauty experts such as make-up artists, skin specialists, dermatologists sharing reviews, trends, pro-tips and hacks on make-up, skincare and haircare, among others