POPxo launches private label beauty line

Delhi-based Luxeva, which operates the women-focussed digital media platform POPxo, has launched its own line of cosmetics and skincare products.

The POPxo beauty collection will feature 17 products catering to bath, skin, body and hair care, said an official statement issued by POPxo.

The launch will strengthen POPxo’s position as a content, community and commerce platform, the statement added.

The products will be available at the POPxo Shop, the digital media company’s e-commerce marketplace.

“Our large user base, proven digital market capabilities and data-driven insights into what users are looking for places us in a unique position to successfully create, launch and market direct-to-consumer brands for millennial women across categories. Our unique marketing approach allows us to dramatically reduce the cost of user acquisition by relying on organic content generated by our team, our users and our Plixxo influencer base,” said Priyanka Gill, founder and chief executive officer, Luxeva.

The startup was founded in 2013 by former Boston Consulting Group consultant Namrata Bostrom and Gill, a former contributing editor at lifestyle magazine Harper’s Bazaar.

In 2014, the digital content platform raised around $500,000 from investors including former Google India chief Rajan Anandan and London-based venture capital firm Hoxton Ventures. 

A year later, POPxo raised around $2 million from Chiratae Ventures (earlier IDG Ventures) and venture capital firm Kalaari Capital. 

The startup raised $2.7 million in its Series B round from seed and venture capital firm GREE Ventures and existing investors Chiratae Ventures and Kalaari Capital.

In April 2018, POPxo raised $5.52 million from Chinese consumer electronics company Oppo and Neoplux Technology Fund, the investment arm of Doosan Group, a South Korean conglomerate.

Apart from its online content platform, POPxo has been expanding into retail, ecommerce, apparel and beauty products.

In May, Luxeva announced it would be opening four new brick-and-mortar shopping outlets to retail its private label and licensed merchandise.