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Sugar Cosmetics and Myntra Launch Gen-Z Focused Brand
The New Indian Express Hubballi
|September 14, 2025
The e-lifestyle market in India is steadily growing, with nearly 175 million shoppers.
However, beauty purchases still make up only 16% of all transactions, and per capita consumption of beauty products remains low compared to other countries.
Tapping into this opportunity and targeting Gen-Z consumers who prioritize beauty and convenience, Sugar Cosmetics and Myntra have launched a new brand: Molten Beauty.
Myntra CEO Nandita Sinha explained, "Gen-Z doesn't like labels, so we've created products that go beyond conventional skincare and makeup. It's beauty that is breathable, weightless and melts into your skin."
She added that Myntra's reach, technology and customer understanding formed the foundation of this partnership.
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