Under the NY Bae X Shakti brand, it is a limited-edition high-end makeup series curated by Shakti Mohan and marketed and sold exclusively on Purplle`s e-commerce platform. Indian online beauty and personal care company Purplle has signed a deal with TV personality and dance entrepreneur Shakti Mohan to launch an exclusive makeup line. Under the NY Bae X Shakti brand, it is a limited-edition high-end makeup series curated by Shakti Mohan and marketed and sold exclusively on Purplle`s e-commerce platform. NY Bae X Shakti is also the official beauty partner of season 2 of “Break A Leg,” India`s only dance-meet-comedy-dating style web series, which is set to air in February 2020. Manish Taneja, co-founder of Purplle.com, explains: “Our vision is to offer millennials specialized and high-performance ultra-glam makeup products through our exclusive NY Bae brand. Fans of NY Bae see the brand as a source of hope, motivation, passion and beauty. Shakti`s followers also admire him and are inspired by the same qualities. The meeting of these two should just happen. Shakti Mohan explains: “For me, makeup is a natural extension of dance. I wanted to make a line for years, but it had to be credible and change the rules of the game. I wanted my line to be inclusive and accessible, and appeal to millennials who always want to get straight to the point. All the Mohan sisters are very fond when it comes to cosmetics, and I`m more than happy to work with NY Bae for that. NY Bae`s brand philosophy and performance resonate with me and suit me perfectly.
Over the past few years, Purplle has focused on building a strong private label portfolio. Currently, the company`s own-brand portfolio accounts for more than 30% of sales. By partnering with Shakti Mohan, Purplle strengthens its premium range of personal care products. The NY Bae X Shakti limited edition modern makeup range offers a range of classic lipsticks, liquid lipsticks, eyeliners and nail polish. Adorned with exquisite rose gold packaging, each product bears Shakti`s autograph signature and caters to those who push themselves to the extreme while managing to preserve their glamour. The collection includes 16 versatile shades of Matte Liquid lipsticks (MRP from Rs 280), 20 versatile shades of Creamy Matte lipsticks (MRP from Rs 249), 30 versatile shades of nail polish (MRP from Rs 115) and 3 versatile shades of Liquid Eyeliner (MRP from Rs 240).