Indian beauty and personal care brand La Pink has launched its product portfolio on Myntra’s rapid-delivery platform M-Now, expanding its presence across India as part of a broader digital and omnichannel push.

The brand’s offerings span skincare, body care and fragrances. La Pink expects quick commerce to eventually contribute around 30% of its overall revenue, reflecting the channel’s growing weight in the beauty and personal care category.

Nitin Jain, Founder & Director, La Pink, said quick commerce is becoming an increasingly important channel for beauty and personal care brands, driven by rising consumer preference for convenience and instant access to products. He noted that the launch on Myntra’s M-Now arrives at an opportune moment, coinciding with the festive season’s heightened consumer demand, and reiterated the brand’s expectation that quick commerce will account for close to 30% of revenue as its digital footprint continues to expand.

The move places La Pink among a growing set of beauty brands prioritising rapid-delivery platforms to capture impulse and need-based purchases, particularly during high-demand periods like the festive season. By pairing a quick commerce push with its existing digital and omnichannel presence, La Pink is positioning itself to meet consumers where immediacy increasingly drives purchase decisions, while using the festive month as a launchpad to build early momentum on the new platform.