Revolutionizing the Beauty Industry: Amazon’s Global Beauty Store and Vinculum Group’s Impact on Beauty Brands

July 6, 2023
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The worldwide beauty industry is valued at $511 billion, with a 4.76% CAGR projected from 2022 to 2026. In the US, per-person revenues in 2022 amounted to $74.15, while the European market reached $138.40 billion. The pandemic led to a temporary sales slowdown, but the industry adapted to online shopping, AI, and VR. According to a report from Statista, cosmetics (including face, lip, eye, nail, and natural cosmetics), 2022 revenue was $100.50 billion, expected to grow at a 6.85% CAGR from 2022 to 2026.
Skincare, encompassing creams, lotions, and sunscreen, amounted to $153.30 billion in 2022, with a 5.19% CAGR expected. Personal care, including cleansing, oral care, and shaving products, is the largest segment with a $254 billion market volume in 2022, projected to grow by 3.83% annually from 2022 to 2026, primarily driven by the United States, accounting for $41.57 billion in 2022. It means the beauty industry will change the fortune of the eCommerce sector and retail players.

Enter Amazon’s Global Beauty Store

In a world that demands convenience, eCommerce giant Amazon has further entrenched itself into the hearts (and beauty cabinets) of its customers in India with the launch of the Global Beauty Store. This dedicated storefront offers a curated collection of over 60 international beauty brands, boasting more than 5,000 meticulously chosen products. Renowned names like Paula’s Choice, Farmacy, Caudalie, and others grace the virtual shelves.
As a consumer, I have explored Amazon’s Global Beauty Store, which is a treasure trove of worldwide beauty secrets. It does not just sell products; it sells the promise of transformation and self-assurance. This expansion is not just a business move; it is Amazon’s unwavering commitment to delivering unparalleled beauty experiences.

The Role of Vinculum Group: Beauty Industry’s Silent Enabler
Vinculum Group, a Software as a Service (SaaS) leader, is a silent yet powerful force driving the beauty industry forward. Vinculum Group’s innovative solutions are transforming retailers and e-commerce businesses, enabling them to cater to the dynamic and diverse needs of the beauty category.
Vinculum Group provides the technology backbone that makes beauty brands thrive. With a comprehensive suite of tools (Vin eRetail), they streamline operations, enhance customer experiences, and drive overall business growth. They tackle various facets of the beauty industry, from inventory management to order fulfillment and supply chain optimization.

Vinculum’s Multi-Faceted Solutions: Powering Beauty Brands

Vinculum Group’s technology solutions encompass various aspects of the beauty industry, including inventory management, order fulfillment, supply chain optimization, and omnichannel integration. They have played an vital role in the success of major players in the beauty industry, helping them achieve remarkable growth and operational efficiency.

Let’s explore how Vinculum Group’s solutions are turning the wheels of the beauty industry:
Inventory Management: Beauty brands often juggle various products, from cosmetics to skincare and fragrances. Vinculum’s technology ensures that these products are efficiently managed, preventing stock-outs and overstocks.
• Omni-Channel Integration: Today, we demand a unified shopping experience, no matter where we shop—online or in-store. Vinculum integrates these channels, providing a seamless shopping experience. This integration is a buzzword and a reality, as one can effortlessly switch between online and offline shopping.
Order Fulfillment: Behind every beauty, order is an intricate process. Vinculum’s order fulfillment system ensures that customers receive their desired products promptly. Consumers benefit from this, experiencing timely and hassle-free deliveries.
• Supply Chain Optimization: Vinculum Group optimizes the supply chain, ensuring products move seamlessly from manufacturer to retailer. This results in products that are not just skin deep but deeply connected to the industry’s heartbeat. This is good for brands and us consumers who enjoy the best products from around the world.


Success Stories: Nykaa, Myglamm, and Purplle
In the beauty industry, where trends, products, and brands continuously evolve, two significant players are making waves—Amazon and the Vinculum Group. These giants are driving change, innovation, and customer satisfaction in the ever-expanding beauty landscape. Find here how Amazon’s Global Beauty Store and Vinculum Group’s technology solutions are shaping the beauty industry’s future.
Vinculum’s expertise and innovative approach cater to the diverse needs of the beauty category, fostering growth and success for brands like Nykaa, Myglamm, and Purplle. To truly understand Vinculum Group’s impact, we need to look at real-life success stories. Through these stories, we witness the transformation from challenges to triumphs.

Nykaa, founded in 2012, is an online beauty retailer that has become a household name. Nykaa has grown from offering third-party beauty products to launching its private-label items. This growth has been monumental; they now boast over 15 million registered users, 105 stores across India, 23 warehouses, and over 4,000 brands.
Vinculum solution
Vinculum’s technology stepped in to support Nykaa’s rapid growth. They provided a range of project deliverables, including an order management system, a seller panel, a warehouse management system, and a POS system. These solutions led to a 300-400% year-on-year growth in order volumes for Nykaa and a notable 15-20% improvement in split shipments. As a customer, Nykaa’s success translates to an extensive product range and efficient order processing.

MyGlamm, a D2C beauty unicorn, sought Vinculum’s expertise when they were at a critical juncture in their growth journey. They faced challenges like the absence of a centralized inventory system, lack of warehouse automation, and the unavailability of real-time inventory views.
Vinculum solution
Vinculum delivered a centralized Inventory Management System that provided inventory sync, a single dashboard view, and the ability to process orders from one platform. This transition from B2B to B2C was seamless, with reduced stock-outs and fulfillment errors. As a consumer, Myglamm’s story is a testament to the industry’s commitment to innovation and efficiency.

Challenge, serving millions of customers with a wide range of over 20,000 products, faced challenges in scaling up. Vinculum’s flagship product, Vin eRetail, came to the rescue. Purplle has a centralized inventory management system, business intelligence reports, and a seamless transition from B2C to B2B. The result?
Vinculum solution
Purplle experienced a doubling of order count, a 100% centralized view of sales and inventory, a three-fold increase in GMV value, a 70% reduction in fulfillment errors, and a smooth transition to a B2B model. As a consumer, Purplle’s success mirrors an industry committed to adaptability and customer satisfaction.

Conclusion: The Beauty Industry’s Next Chapter
The beauty industry is witnessing an exciting transformation, and the stories of Amazon’s Global Beauty Store and Vinculum Group’s impact on beauty brands are just the beginning. With inventory management, order fulfillment, inventory order returns, supply chain optimization, and seamless omnichannel integration, Vinculum’s flagship product, Vin eRetail, caters to changing consumer needs and shopping experiences.

Overall, Amazon’s Global Beauty Store and Vinculum Group’s contributions showcase the beauty industry’s potential for growth, customer-centric approach, and the pivotal role of technology in achieving success. The content provides valuable insights and information for retail stores and online platforms interested in the beauty sector’s evolution and the impact of technology on brand growth and customer satisfaction.



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