Brands
We’re committed to quality and inclusivity in every product we develop: MyMuse’s Sahil & Anushka
Mumbai: MyMuse had recently clocked a staggering Rs 1.2 crore in just 24 hours. This wasn’t just a sale as more importantly, it brought intimacy and wellness into the spotlight. With over 3,000 early-access sign-ups and a threefold increase in returning customers, the flash sale showcased MyMuse’s strong connection with a rapidly growing audience.
Customers from tier one, two and three cities enthusiastically participated, breaking barriers and affirming the mainstream acceptance of sexual wellness in India.
Indiantelevision.com’s Rohin Ramesh caught up with founders Sahil & Anushka Gupta, to find out more about the success behind it.
Edited excerpts
On generating a strong customer interest and loyalty
The success of our flash sale came down to strategic planning and clear communication with our community. We built excitement by offering early access to our loyal customers, which created anticipation. We opened a pre-sale for subscribers, and that exclusive access generated over 3,000 sign-ups. On the sale day, our returning customer rate tripled. By turning the sale into an event, complete with live streaming and a festive office atmosphere, we fostered a sense of community and brand love. Ultimately, a great offer, paired with simple, clear communication, made all the difference.
On maintaining ongoing engagement in a sector that has traditionally been considered taboo
We tackle the taboo by encouraging open, honest conversations about sexual wellness. Our approach is to normalise intimacy through relatable, informative content, avoiding over-sexualisation. By framing sex and wellness as natural parts of life, we create a safe space for people to explore and learn. This approach, combined with our focus on tasteful, discreet products and messaging, helps us engage customers who might otherwise feel uncomfortable discussing sexual wellness.
On the shift in consumer mindset especially in tier three cities
The shift in mindset stems from growing awareness and a gradual easing of the shame around sexual wellness. People across India are increasingly open to exploring this part of their lives, and we’ve seen how eager they are for both information and products. This change is especially evident in the growth of our customer base in tier two and three cities. Our focus remains on offering high-quality, accessible products designed for the Indian customer, complemented by educational content that empowers people to feel more confident in their choices. It’s about fostering understanding and comfort, which in turn leads to greater acceptance and exploration. We’re excited to continue expanding access and driving this important shift forward
On challenges you faced in establishing MyMuse in a country where sexual wellness is often not openly discussed
The biggest challenge was navigating the deeply ingrained cultural taboos around sexual wellness in India. We approached this by striking a balance—being open and straightforward about intimacy while staying mindful of cultural sensitivities. What surprised us, though, was how ready India actually was for this conversation. Over time, we’ve seen an incredible response, with people increasingly willing to explore and embrace sexual wellness. The reception has only grown more positive, showing that these once-taboo topics are gradually becoming part of everyday discussions.
On the role of digital platforms playing in your business
Digital platforms are absolutely crucial to our business. They offer privacy, convenience, and access to a diverse range of customers. While our direct-to-consumer (DTC) channel remains strong, quick commerce platforms have also become huge for us. They ensure that customers can receive our products quickly and discreetly, which is key in the sexual wellness space. Our online presence allows us to engage with our community through social media, newsletters, and educational blogs, offering both products and knowledge in a comfortable and approachable way. Shopping online gives users the freedom to research and purchase products in the privacy of their own homes, which is especially important in our sector.
On your approach to product development in the sexual wellness space
We’re committed to quality & inclusivity in every product we develop. All our products are body-safe, discreet, and designed for everyone, regardless of gender or sexual orientation. Our approach to product development involves thorough research, surveys, and customer feedback, with a special focus on ensuring they resonate with the Indian audience. We also rely on our dedicated beta testing community, which plays a critical role in testing new products and providing real-world insights that help refine our designs. We’re constantly innovating, with exciting new products on the horizon that will broaden our range and meet the diverse needs of our customers.
On educating consumers & promoting healthy conversations around intimacy especially in a culturally diverse country like India
Education is central to what we do. We believe the key to breaking taboos is through open, judgement-free conversations. Our platform “unLearn” provides comprehensive, relatable content around sex education and intimacy, helping people unlearn ingrained societal biases. We create content across blogs, videos, and guides to reach a wide audience and foster healthy, inclusive dialogue.
On the future of sexual wellness industry heading in the next few years
As sexual wellness gains traction in India, we see the industry evolving rapidly over the next few years. More people are unlearning taboos and embracing sexual wellness as part of their overall well-being. Demand is expanding across Tier I, II, and III cities, with consumers becoming increasingly comfortable discussing and purchasing intimate products. We expect to see a rise in products focused on self-care and holistic well-being, along with more accessible, inclusive designs that cater to a diverse range of preferences. Digital platforms will continue to play a key role in providing discreet access and education. As conversations about intimacy become more open, the sexual wellness industry will grow as an integral part of the broader wellness movement.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
