Myntra and Vellvette Lifestyle Partner Up to Launch New Beauty Brand for Gen Z

Myntra has entered into a partnership with Vellvette Lifestyle, the parent company of Sugar Cosmetics, to introduce a new beauty label named Molten Beauty. As per the reports, the brand will include skincare and makeup products and is focused on younger Indian consumers.

Focus on Generation Z

The brand is targeted at Generation Z, people born between the mid-1990s and early 2010s. This demographic represents almost 50% of India’s beauty market, which is estimated to be worth $20 billion. According to Myntra, its platform currently has over 25 million Gen Z users.

Statements from Companies

As per news reports, Nandita Sinha, CEO of Myntra, said the brand is aligned with the choices of younger consumers and follows a skin-first approach. Vineeta Singh, CEO of Sugar Cosmetics, said Myntra’s scale and experience in e-commerce would support the brand’s distribution.

Product Launch

Molten Beauty was introduced shortly before Myntra’s Big Fashion Festival. The launch included an initial selection of skincare and makeup products. Over the next year, the brand’s portfolio is expected to expand to more than 50 stock-keeping units (SKUs).

Industry Context

The launch shows wider activity in the Indian beauty sector, where established players are adding new labels to reach younger consumers. Companies are focusing on products that combine skincare and makeup functions and are tailored for digital-first shopping patterns.

Read more: Myntra Reports Over 1,674% Jump in Net Profit to ₹548.3 Crore in FY25!

Conclusion

With the launch of Molten Beauty, Myntra and Vellvette Lifestyle are adding a new brand to India’s beauty market. This highlights the rising influence of Generation Z on product development and the continued growth of the country’s beauty industry.

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