Post lockdown-induced dry spell, e-commerce beauty brands like Myntra and Nykaa are pushing the envelope for the upcoming festive season sales. With the end of lockdown in various parts of the country, people will now step out to socialize leading to a change in the demand in the beauty and fashion categories, according to brands and analysts. Nykaa CEO Falguni Nayar states that the brand is expecting the beauty category to rise by 50% whereas Myntra foresees the sales to double and a better reach and connect with the customers.