Myntra Beauty has expanded its international beauty portfolio by adding Korean beauty brands Seapuri and Frankly. The brands have entered the Indian market through a partnership with Kindlife and are now available on the platform.
The launch comes amid growing interest in Korean beauty products among Indian consumers, particularly across skincare, haircare, and lashcare categories. Myntra Beauty currently offers more than 20,000 styles from over 360 beauty brands.
Seapuri focuses on marine-inspired formulations and positions itself within the Blue Beauty category, which combines ocean-sourced ingredients with skincare and haircare solutions. Its product range includes the Scalpy Hair Serum Ampoule, Lashrum Eyelash Enhancing Serum, and Spicuraxel Pore Ampoule, with products priced at an average of around ₹1,800.
Frankly, developed by skincare researchers, offers formulations centered on clinically studied ingredients. Its portfolio includes the Salmon PDRN Bounce Ball Serum, which has gained popularity on social media for its capsule-based formula. Other products available on Myntra Beauty include the Closer Pore-Reducing Serum, Sunday Glow Brightening & Tone-Up Serum, Vita Bomb Calming & Relief Serum, and Vitamin C 23 Concentrated Brightening Serum.
The launch further strengthens Myntra Beauty’s Korean beauty category, which has seen increasing consumer demand in recent years. Kindlife, through its distribution arm Kindbox, has been bringing several international beauty brands to India, helping expand access to globally popular skincare and beauty products.
The addition of Seapuri and Frankly reflects the continued growth of premium international beauty brands in India, as online platforms look to cater to consumers seeking specialised and research-backed beauty products.
Venu Nair, Chief of Strategic Partnerships and Omnichannel, Myntra, said, “As India’s premium commerce ecosystem matures, consumers are demanding sophisticated, formulation-led global innovations. By anchoring our international portfolio with high-performance, globally validated brands, we are deploying our technology and distribution infrastructure to bridge the gap between global innovations and local demand efficiently.”
He further added, “Bringing Seapuri and Frankly to discerning beauty customers across the country through our collaboration with Kindlife highlights Myntra’s capability to serve as the partner of choice for global brands navigating their India growth journey.”
Radhika Ghai, Founder & CEO, Kindlife, added, “Our partnership with Myntra Beauty is a definitive step in building the K-beauty ecosystem in India and bringing the absolute best of trending Korean innovation to Indian consumers. With the launch of Frankly and Seapuri, we aren’t just expanding access; we are actively shaping how Indian consumers experience global skincare and haircare.”
She further added, “This collaboration reflects our shared vision of bringing cutting-edge, high-performance Korean brands while leveraging Myntra’s unparalleled national footprint to unlock access for millions of beauty enthusiasts nationwide”
