Myntra is turning heads with its latest move — a partnership with Vellvette Lifestyle, the parent company of Sugar Cosmetics, to launch Molten Beauty, a new-age beauty brand made for India’s Gen Z.
Gen Z, who make up nearly half of India’s $20 billion beauty market, are known for blurring the lines between skincare and makeup — and Molten Beauty is here to give them exactly what they want. The brand focuses on a “skin-first” philosophy with products that work as both care and glam, perfect for young shoppers who want multi-tasking solutions.
“With over 25 million Gen Z users on our platform, we know what they are looking for,” said Myntra CEO Nandita Sinha. “Molten Beauty is designed to match their aspirations.”
The collection is launching just before Myntra’s Big Fashion Festival and will grow to 50+ products in the coming year. Industry experts say this move signals a bigger trend — beauty is going hybrid, and brands are racing to capture this fast-evolving audience.
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