Growth at brands like Nykaa, MyGlamm, Sugar Cosmetics and Beardo has picked up, with recovery being stronger going into 2021 Between Covid-19 winners and losers, one segment has rocketed: online beauty and personal care. While subdued in the initial months of the lockdown, growth at brands like Nykaa, MyGlamm, Sugar Cosmetics and Beardo has picked up, with recovery being stronger going into 2021. Sure, e-commerce boomed as people could not (some still cannot) visit stores, but higher sales of beauty products – which includes makeup, fragrance, wellness and personal care consumables, mostly “non-essentials” – is a curious case. Analysts say the trend has been made possible because of two reasons: higher household savings during the lockdown, and an increase in orders, particularly from women, in tier II and tier III cities. This has resulted in a blockbuster first quarter for the industry. A week back, MyGlamm , a direct-to-consumer online brand, raised $25 million at a valuation o...