Myntra and Sugar Cosmetics Launch Gen Z-Focused Brand Molten Beauty Before Festive Season

In a strategic move to capture India’s young and fast-evolving beauty market, Myntra and Sugar Cosmetics have jointly launched Molten Beauty, a Gen Z-focused skincare-meets-makeup brand. Debuting exclusively on Myntra ahead of the festive season, Molten Beauty is priced affordably between ₹250 and ₹400, aiming to strike the perfect balance between accessibility and premium quality.

This launch comes at a time when the beauty industry is witnessing rapid demand growth, supported by GST cuts and rising festive consumption. Both Myntra and Sugar Cosmetics are confident that Molten Beauty will fill a “Gen Z-first” white space in India’s beauty segment.

Why Molten Beauty? A Strategic Move Into Gen Z Beauty

The Indian beauty and personal care market has grown significantly in recent years, but both companies saw a gap in products designed exclusively for Gen Z consumers. This younger audience prioritizes simplicity, transparency, and multifunctionality, steering away from the lengthy skincare routines often marketed to millennials.

By launching Molten Beauty, Myntra and Sugar Cosmetics are positioning themselves at the forefront of Gen Z-first beauty innovation.

Myntra’s Gen Z-Centric Consumer Base

Myntra has emerged as a key fashion and lifestyle destination for India’s youth. Currently, Gen Z accounts for almost half of Myntra’s user base, with the platform expecting 25 million Gen Z shoppers to transact in 2025.

Highlighting the opportunity, Nandita Sinha, CEO of Myntra, said:
“The need for beauty in their lives is ever-growing. We see this as an opportunity to build an iconic brand for them.”

With its deep data-driven insights, nationwide reach across metros, tier 2, and tier 3 cities, and advanced personalized recommendations, Myntra is set to drive strong traction for Molten Beauty among younger buyers.

Sugar Cosmetics: Tapping Into Shifting Preferences

For Sugar Cosmetics, the launch of Molten Beauty is about addressing changing consumer behavior rather than simply extending its existing product line.

Vineeta Singh, Co-Founder & CEO of Sugar Cosmetics, explained:
“Younger Gen Z consumers are overwhelmed by 14-step skincare routines. They want multifunctional products that are authentic, transparent in ingredients, and effective.”

With this insight, Molten Beauty has been designed as a hybrid skincare-meets-makeup solution, catering to the minimalist beauty routines that Gen Z prefers.

Product Range and Pricing Strategy

Molten Beauty will feature mass-premium products priced between ₹250 and ₹400, ensuring affordability for young shoppers. This strategic price band avoids overlap with Sugar’s existing range, which retails between ₹500 and ₹800, while maintaining a strong focus on value-driven quality.

The launch on Myntra gives Molten Beauty access to one of India’s largest digital marketplaces, with widespread reach and high visibility across festive campaigns.

Timing the Launch Ahead of Festive Season

The debut of Molten Beauty is carefully aligned with the festive shopping season, one of the most lucrative periods for beauty and lifestyle brands in India.

Additionally, the recent GST rate cuts on cosmetics are expected to boost consumption further. Myntra has already confirmed that the benefits of these cuts will be passed directly to customers, making beauty products more attractive to shoppers.

Nandita Sinha added:
“We’re looking forward to a bigger and better festive season than last year, with consumers, brands, and sellers all benefiting.”

Gen Z’s Growing Influence in India’s Beauty Market

India’s Gen Z population, with its growing purchasing power and digital-first lifestyle, is driving a transformation in the beauty industry. These young shoppers are not just consumers of beauty products but also trendsetters, influencing peers and shaping future market dynamics.

By launching Molten Beauty, Myntra and Sugar Cosmetics are not just introducing a brand—they are tapping into a cultural movement where beauty meets self-expression, authenticity, and convenience.

Final Takeaway

The launch of Molten Beauty by Myntra and Sugar Cosmetics is more than just a festive season strategy—it’s a bold bet on the future of Gen Z-first beauty in India. With affordable pricing, multifunctional products, and strong digital distribution, the brand is poised to capture the hearts (and shopping carts) of India’s young consumers.

As festive shopping heats up, Molten Beauty is expected to emerge as a game-changer in the skincare-meets-makeup category, cementing Myntra and Sugar Cosmetics’ leadership in the rapidly growing Indian beauty market.