Purplle to launch Shakti Mohan's 'NY Bae X Shakti'

Purplle is aiming to strengthening its premium range of personal care products

MUMBAI:, the leading Indian online beauty and personal care company, has signed an agreement with television personality & dancepreneur Shakti Mohan to launch an exclusive make-up range. Branded as NY Bae X Shakti, this is a limited edition premium make-up range curated by Shakti Mohan and exclusively marketed & sold on’s e-commerce platform. NY Bae X Shakti is also the official beauty partner of 'Break A Leg' Season 2,  India’s only dance-meets-comedy-meets-style web series expected to be aired in February 2020.  

Over the last couple of years, Purplle has been focussing on building a strong portfolio of own brands. Currently, the company’s own brand portfolio contributes over 30% of its revenues. Through its partnership with Shakti Mohan, Purplle is strengthening its premium range of personal care products. This is the first celebrity product range being launched by the company.  

Speaking about the collaboration, co-founder Manish Taneja said, “Our vision is to deliver specialized, high performance, ultra-glam makeup products to millennials through our exclusive brand NY Bae. Admirers of NY Bae look up to the brand as a source of hope, motivation, passion, and beauty. The followers of Shakti, too, look up to her and are inspired by the same qualities. The coming together of these two was just meant to happen.”

Speaking on the same, Shakti Mohan states, “Makeup is a natural extension of dance for me. I wanted to do a line for years, but it needed to be credible and a game-changer. I wanted my line to be inclusive, accessible, and for it to speak to the millennial generation, that always wants to look on point. All the Mohan sisters are very inclined when it comes to cosmetics, and I’m beyond thrilled to partner with NY Bae for this. NY Bae brand ethos and performance resonates with me, thereby making it just the right fit.”

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