Fashion and lifestyle e-tailer Myntra has joined hands with Vellvette Lifestyle Pvt Ltd, the company behind SUGAR Cosmetics, to roll out Molten Beauty, a new brand that blends skincare with makeup and is sharply targeted at Gen Z buyers.
The collaboration, announced on Friday, positions Molten Beauty at the heart of India’s booming beauty and personal care segment, currently valued at over ₹1.2 lakh crore and growing at a double-digit rate. The brand aims to roll out more than 50 products in its first year, spanning categories such as hybrid foundations, serums with tint, skin-friendly lip oils and lightweight blush balms.
Myntra, which counts 25 million Gen Z users on its platform, said the tie-up reflects a growing appetite among younger shoppers for multi-purpose products that prioritize skin health without compromising on style. “Today’s consumers, particularly Gen Z, are looking for beauty that works as hard as they do. Molten Beauty’s skin-first philosophy is designed to meet that demand,” said Nandita Sinha, CEO of Myntra.
The new label will be retailed exclusively on Myntra’s marketplace, its own brand website, and Myntra’s M-Now quick delivery service, ensuring faster access in top urban markets. Analysts note that quick commerce has become a critical lever in beauty sales, especially for impulse-driven categories such as lip and eye products.
For Vellvette Lifestyle, which has built SUGAR into a ₹500-crore-plus brand, Molten Beauty marks a diversification into the next wave of beauty consumption. Industry watchers say the launch could help the company tap a consumer base younger than SUGAR’s millennial-heavy audience.
With Gen Z expected to account for nearly 40% of India’s online beauty spending by 2030, the partnership signals an aggressive play to capture share early in a fast-evolving market.
