Purplle signs agreement to launch Shakti Mohan’s make-up range ‘NY Bae X Shakti’

Purplle.com, the leading Indian online beauty and personal care company, has signed an agreement with television personality & dancepreneur Shakti Mohan to launch an exclusive make-up range.

Branded as NY Bae X Shakti, this is a limited edition premium make-up range curated by Shakti Mohan and exclusively marketed & sold on Purplle.com’s ecommerce platform. 

NY Bae X Shakti is also the official beauty partner of ‘Break A Leg’ Season 2,  India’s only dance-meets-comedy-meets-style web series expected to be aired in February 2020. 

Over the last couple of years, Purplle has been focussing on building a strong portfolio of own brands. Currently, the company’s own brand portfolio contributes over 30% of its revenues.

Through its partnership with Shakti Mohan, Purplle is strengthening its premium range of personal care products. This is the first celebrity product range being launched by the company.

Speaking about the collaboration, Manish Taneja, Co-Founder of Purplle.com states, 

“Our vision is to deliver specialized, high performance, ultra-glam makeup products to millennials through our exclusive brand NY Bae. Admirers of NY Bae look up to the brand as a source of hope, motivation, passion and beauty. The followers of Shakti, too, look up to her and are inspired by the same qualities. The coming together of these two was just meant to happen.”

Manish Taneja, Co-Founder of Purplle.com

Speaking on the same, Shakti Mohan states, 

Makeup is a natural extension of dance for me. I wanted to do a line for years, but it needed to be credible and a game-changer. I wanted my line to be inclusive, accessible, and for it to speak to the millennial generation, that always wants to look on point. All the Mohan sisters are very inclined when it comes to cosmetics, and I’m beyond thrilled to partner with NY Bae for this. NY Bae brand ethos and performance resonates with me, thereby making it just the right fit.”

Shakti Mohan

The contemporary, limited edition make-up range NY Bae X Shakti offers a range of classic lipsticks, liquid lipsticks, eyeliners and nail lacquers.

Adorned with exquisite rose gold packaging, every product is etched with Shakti’s autograph signature and targeted for those who push themselves to the extremes, yet manage to keep their glam on.

The collection comprises of 16 versatile shades of Matte Liquid lipsticks (MRP of Rs 280 onwards),  20 versatile shades of Creamy matte lipsticks (MRP of Rs 249 onwards), 30 versatile shades of Nail lacquers (MRP of Rs 115 onwards) and 3 versatile shades of Liquid eyeliner (MRP of Rs 240 onwards).

About Purplle.com:

Founded in 2012, Purplle operates India’s leading online beauty and personal care e-commerce platform with a wide assortment of 47.5K SKUs across more than 1,000 third party and own brands.

The company is focused on building an inclusive beauty destination for women with its #BeautyForAll mission. Purplle has built a differentiated, highly-personalized digital shopping experience for consumers through its app by creating detailed user personas, enabling customers to test make up and recommending products based on persona, search key words and purchase behavior.

With over 450 employees and growing at more than 100 percent year on year, Purplle is well positioned to be a leader in the Indian beauty space.

About NY Bae:

NY Bae is a Direct-to-Consumer brand owned by Manash Lifestyle Private Limited. New York lifestyle inspired, the brand offers a wide assortment of makeup products that cater to the needs of young entrants into the world of beauty.

NY Bae is a fast beauty versatile brand catering to the personality and beauty choices of people exploring the world of makeup since 2018. From the very beginning, it has always been a popular choice for consumers and beauty influencers.

About Shakti Mohan:

Shakti Mohan is a well-known dancer and television celebrity. She has won Dance India Dance, and has judged Dance Plus. She is also a dance coach at her own studio, Nritya Shakti. Her 7 million+ Instagram followers speak of her immense popularity among the youth.

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