The festive season is here, which means everyone is all geared up to look their absolute best. It’s that time of the year where everyone is looking to dress to the nines and nothing really compliments your festive ensemble like radiant and glowing skin. When it comes to skincare products, the demand for natural, clean products is at an all-time high. To cater to the increased demand for natural, vegan, and cruelty-free beauty products, Myntra has made an exciting new addition to their Beauty and Personal care portfolio, with Amrutam, one of India’s leading luxury Ayurvedic lifestyle brands, on its platform.

At Amrutam, Health is Beauty!

Amrutam is a Gwalior-based brand that promotes the idea of “Health is Beauty”, and aims to create a worldwide community that adheres to a lifestyle that is defined by Ayurvedic principles. The brand believes in achieving physical, mental, and spiritual well-being through the essence of Ayurveda. Some of its marquee products available on Myntra are Kuntal Care Hair Spa, Kuntal Care Hair Oil, Kuntal Care Shampoo, Bhringraj Hair Therapy, Black Charcoal Face Mask, and Ashwagandha Body Lotion, starting from 449 rupees.

Amrutam places a strong emphasis on sustainability; the brand only uses biodegradable, organic, and easily decomposable ingredients across its range of products. Amrutam has also been effectively engaging with its customers under the #AmrutamRecycle project initiative where it picks up five or more empty bottles and recycles them. Soon, the brand will also have its own herbal garden near its factory, where it will grow raw materials for its products. By onboarding Amrutam onto the platform, Myntra is bolstering its premium segment in its Ayurvedic products portfolio, enabling it to cater to the thriving cohort of conscious beauty and personal care shoppers.

Myntra’s Beauty and Personal Care category currently offers more than 650 domestic and international brands. The launch of Amrutam enables the platform to cater to consumers with a preference for natural products in tier 1, 2, and 3 cities. This gives a strong impetus to brands looking at engaging with this cohort of shoppers, spread across the country, to channelize their consumer engagement efforts through Myntra.

Myntra is the first e-commerce platform to have launched Amrutam.

Explore Amrutam’s offerings ahead of the festive season on Myntra here.