New brand debuts ahead of Myntra’s Big Fashion Festival with plans to expand to 50+ SKUs
Myntra has partnered with Vellvette Lifestyle, the parent company of Sugar Cosmetics, to launch Molten Beauty, a new-age skincare and makeup brand designed for India’s Gen Z audience.
The collaboration blends Myntra’s deep e-commerce expertise with Sugar Cosmetics’ product development capabilities to create a brand that appeals to a generation “blurring the lines between skincare and cosmetics.” Gen Z, born between the mid-1990s and early 2010s, now represents nearly 50% of India’s $20 billion beauty market.
“With over 25 million Gen Z users on our platform, we understand their evolving aspirations,” said Nandita Sinha, CEO of Myntra. “With its skin-first philosophy, Molten Beauty will resonate with their aspirational beauty choices. This strategic association strengthens Myntra’s position as the go-to destination for the next generation of beauty consumers.”
Echoing the sentiment, Vineeta Singh, CEO of Sugar Cosmetics, said, “Myntra’s proven expertise in building brands enables us to deliver this new-age offering to millions of beauty-forward consumers across India.”
The launch comes just in time for Myntra’s Big Fashion Festival, with Molten Beauty introducing its debut collection of skincare and makeup products. The range is set to expand to 50+ SKUs over the next year, signaling a significant push into multi-functional, digital-first beauty solutions tailored to younger consumers.
Industry experts view the tie-up as part of a larger trend of established players innovating rapidly to capture Gen Z’s preference for versatile, value-driven beauty products.
