Flipkart’s fashion arm Myntra has launched global cosmetics brand Huda Beauty on its e-commerce platform. The online retailer now stocks over 100 products by the global brand.

“In our endeavour to bring the best of fresh global fashion and beauty to our customers, we are thrilled to add the iconic Huda Beauty to our robust selection of international brands,” said Myntra’s chief business officer Sharon Pais, India Retailing reported. “On the back of Myntra’s cutting-edge tech, unmatched reach and a keen understanding of the needs of new age, trend-first India, we look forward to supercharging Huda Beauty’s vision of winning with India’s premium base of shoppers.”

A total of 110 Huda Beauty products are now available on Myntra’s e-commerce store, according to the business’ website. Four products by Huda Kattan’s sister Mona Kattan’s fragrance brand Kayali have also launched on Myntra’s e-commerce store, one being a collaborative set with Huda Beauty. A selection of products by skincare brand Wishful have also launched on the multi-brand platform. 

“We are so excited to join forces with Myntra Beauty,” said brand founder Huda Kattan. “We believe this collaboration will pave the way for much bigger opportunities with India’s growing base of premium beauty shoppers! This is such an important market for us, and we hope our products continue to be a success with our amazing Huda Beauty supporters in India.”

Content creator and entrepreneur Huda Kattan launched Huda Beauty in 2013 to offer a range of highly pigmented products with bold packaging. The brand retails cosmetics for eyes, lips, and face with products including lipsticks, eyeshadow palettes, concealers, mascaras, and pressed powder among others.