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

July 6, 2023
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E-commerce giant Amazon has expanded its beauty category in India with the launch of the Global Beauty Store. This new store offers a curated collection of over 60 international beauty brands and more than 5,000 products. Customers can discover renowned brands like Paula’s Choice, Farmacy, Caudalie, Each product page provides detailed descriptions, ingredient lists, usage instructions, and customer reviews. This expansion demonstrates Amazon’s commitment to delivering exceptional beauty experiences to its customers in India. Amazon is a giant player in the retail market and has identified the potential of the Global Beauty industry. A recent industry trend indicates an exponential growth in the beauty industry. Its market size was valued at USD 262.21 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 4.2% from 2023 to 2030.

Being a market leader in the SaaS industry, Vinculum Group understands the challenges well and provides a cutting edge solution that gives a competitive edge above others. Vinculum Group plays a pivotal role in the beauty industry by offering comprehensive technology solutions to retailers and e-commerce businesses. With their expertise and innovative approach, they cater to the diverse needs of the beauty category, facilitating growth and success for brands like Nykaa, Myglamm, and Purplle.

Vinculum Group provides retailers and e-commerce businesses advanced tools and platforms that streamline operations, enhance customer experiences, and drive overall business growth. Their technology solutions encompass various aspects of the beauty industry, including inventory management, order fulfillment, supply chain optimization, and Omni channel integration. Here is how Vinculum supported the major players in the beauty industry to sell anywhere, faster.




How Nykaa grew their order volumes by 400% (Y-o-Y) using Vin-eRetail

Nykaa was founded by Falguni Nayar in 2012 as an online beauty retailer. The company initially focused on selling third-party beauty and skincare products from various brands. However, it soon ventured into launching its own private label products across various beauty categories, the cosmetics market was valued at $1.3 Billion in FY2020 and is estimated to grow at a double-digit CAGR.

Now, Nykaa claims to have over 15 million registered users, 105 stores across India, 23 warehouses across 11 Indian cities and offering over 4000 brands. Nykaa is packed with over 3.1 million SKUs that can be accessed from its website, through its app, or at its stores.

Nykaa challenges
Nykaa needed a scalable fulfillment and order management system to support their rapid growth. They sought a solution for multi-warehouse drop shipment, logistics integration, and omnichannel operations.

Project Deliverables
Vinculum provided a range of project deliverables including an order management system, seller panel, warehouse management system, and POS system for seamless order routing, drop ship processing, multi-location fulfillment, and omnichannel operations.

With the implementation of the Vinculum solution, Nykaa experienced a remarkable 300-400% year-on-year growth in order volumes, demonstrating their substantial progress. Additionally, the solution contributed to a notable 15-20% improvement in split shipments, further enhancing operational efficiency. The partnership with Vinculum has played a pivotal role in Nykaa’s continued success and ability to meet the increasing demands of their customer base.


MyGlamm, from The Good Glamm Group, is the fastest growing D2C beauty Unicorn in India. It provides a platform for customers to buy the best international beauty and cosmetic makeup items that are cruelty free and vegan.

MyGlamm Challenges
When MyGlamm signed up with Vinculum in 2020, they were at a critical juncture in their growth journey like Absence of centralized inventory system, lack of automation in warehouse, Unavailability of real time view of inventory across stores, channels.

MyGlamm wanted a solution that would seamlessly transition their business model from B2B to B2C. They needed a centralized Inventory Management System with inventory sync, a single dashboard view, and the ability to process orders from one platform.

Project Deliverables
Vinculum’s flagship product, vin eRetail, provided the following solutions for them: inventory management, order processing, automatic generation of invoice reference numbers (IRN), automated inventory stock management across channels, procurement automation, precise unit price updates, and a Warehouse Management System (WMS) for inventory and order operations.
These solutions helped reduce stock-outs, overstocks, fulfillment errors, and ensured timely deliveries.


Founded in 2012, is one of the best beauty online shopping destinations based on persona, serving millions of customers with a wide range of over 20000+ products to choose from.

Purplle faced challenges in scaling up, including the absence of a centralized Warehouse Management System, complex warehousing activities, B2B order allocation, and accessing master data and reports.

Purplle needed a robust warehouse management solution with API integrations to streamline their operations, eCommerce order management, and fulfillment. They required a centralized inventory management system offering inventory sync, a single dashboard view, and the ability to process orders from one platform. Additionally, they needed robust and timely reports to aid in future planning and a seamless transition from a B2C to a B2B model.

Vinculum’s flagship product, Vin eRetail, provided Purplle with solutions that allowed them to manage inventory, warehouses, and marketplaces through a single interface. The system also offered business intelligence reports to enhance inventory planning and operational efficiency, reducing fulfillment errors and ensuring timely deliveries. With features like centralized order processing and sequencing of orders, Purplle experienced significant business outcomes, including 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 seamless transition to a B2B model.

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