18 Jun 2025

Myntra and SUGAR Cosmetics Launch Molten Beauty for Gen Z

Myntra and SUGAR Cosmetics have launched Molten Beauty, a skincare-makeup hybrid brand crafted with vegan and cruelty free formulations for Gen Z consumers who value authenticity, self expression, and skin first products.

A Bold Step Into Hybrid Beauty

Myntra and the makers of SUGAR Cosmetics have come together to introduce Molten Beauty, a brand that speaks directly to the new age of beauty consumers in India. The collaboration combines Myntra’s deep understanding of e-commerce and consumer behavior with the innovation and brand building expertise of SUGAR. The result is a disruptive brand designed to blur the lines between skincare and makeup.

Molten Beauty is not about concealing flaws but enhancing natural beauty. Its philosophy centers on skin first care, creating products that are weightless, fluid, and instinctive. All formulations are vegan, cruelty free, and powered by active ingredients like hyaluronic acid and niacinamide, giving them a functional and science-backed edge.

A Collection for Everyday Expression

The debut lineup of Molten Beauty includes essentials designed to hydrate, protect, and enhance the skin while doubling as expressive makeup. Products such as the Aqua Chill Moisturizer, Anti Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm, and Velvet Blur Lip Tint highlight the brand’s multi-tasking appeal. Each product is designed to melt seamlessly into the skin, offering second skin comfort along with vibrant results.

The brand has announced its plans to expand to more than 50 products within the year, ensuring that the growing range caters to Gen Z’s demand for variety, hybrid functionality, and inclusivity in beauty.

Accessibility and Speed at the Core

Molten Beauty will be available across Myntra, its dedicated website moltenbeauty.com, and Myntra’s hyper-speed delivery service M Now, which offers delivery within 30 minutes. With the launch aligned to the festive season and Myntra’s Big Fashion Festival, the brand is expected to drive excitement across Myntra’s expanding beauty portfolio.

Leadership Voices on the Launch

Nandita Sinha, CEO of Myntra, highlighted that with over 25 million Gen Z users on the platform, Myntra understands their aspirations and evolving choices. She emphasized that Molten Beauty’s philosophy of enhancing rather than masking beauty will deeply resonate with this generation.

Vineeta Singh, CEO of SUGAR Cosmetics, described Molten Beauty as a brand that blends care with expression. She said the products feel like self care while representing authenticity and inclusivity, and added that Myntra’s scale will allow the brand to reach millions of young consumers across the country.

Shaping the Future of Beauty in India

The launch of Molten Beauty marks a new chapter in India’s beauty industry. It is not just another brand but a signal of how beauty is evolving in the country. For a generation that seeks transparency, sustainability, and identity in every purchase, Molten Beauty positions itself as a brand that feels modern, authentic, and accessible.

By combining innovation, skin science, and cultural insight, Myntra and SUGAR Cosmetics are not only launching a product line but also setting the stage for the future of beauty in India.

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