Myntra Partners With SUGAR Cosmetics To Launch Molten Beauty For GenZs Consumers

Myntra partners with SUGAR Cosmetics to introduce Molten Beauty, a Gen Z-focused skin-first hybrid beauty brand that blends proven actives with playful, wearable colour to offer clean products that nourish skin while enabling self-expression.

By NDTV Shopping Desk Published On: Sep 12, 2025 03:24 PM IST Last Updated On: Sep 12, 2025 03:33 PM IST

Myntra launches Molten Beauty, a skin-first hybrid brand for Gen Z, in partnership with SUGAR Cosmetics.

Myntra and makers of SUGAR Cosmetics have announced a unique strategic partnership to introduce Molten Beauty, a new-age Gen-Z brand crafted at the intersection of skincare and makeup. Molten Beauty addresses a significant white space in the Indian beauty market by bringing together Myntra's e-commerce strength and deep consumer understanding with an innovation-led approach and brand-building expertise of makers of SUGAR Cosmetics to shape a new era of beauty for the next generation.

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Breaking away from conventional skincare and traditional makeup, Molten Beauty operates in an intuitive space where beauty feels fluid, weightless, and instinctive. Built on a skin-first philosophy, the brand champions products that enhance and not conceal, while delivering clinically tested benefits through vegan, cruelty-free formulations powered by active ingredients like hyaluronic acid, niacinamide, and peptides. Every product is designed to melt seamlessly into the skin, offering second-skin comfort, sensorial pleasure, and performance that resonates with Gen Z's demand for authenticity and transparency.

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The launch portfolio features innovative products across skincare and makeup, with offerings that hydrate, protect, soothe, brighten, and plump, alongside lightweight colour products that double up with skincare benefits. Some of the hero products from Molten Beauty include the Aqua Chill Moisturiser, Anti-Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm, and Velvet Blur Lip Tint. The collection is set to expand to 50+ product offerings over the coming year, staying true to Molten's ethos of delivering multi-tasking, hybrid products that feel effortless yet expressive.

Speaking about the launch, Nandita Sinha, CEO, Myntra, said, “We are excited to partner with the team behind SUGAR Cosmetics to introduce Molten Beauty, a brand that represents the evolving needs of Gen Z beauty enthusiasts. With over 25 million Gen Z users on our platform, we understand their evolving aspirations, and with its skin-first philosophy, Molten Beauty will perfectly resonate with their aspirational beauty choices. This strategic association is poised to reinforce our place as the go-to destination for the new generation of beauty consumers.”

Adding to this, Vineeta Singh, CEO SUGAR Cosmetics, said, “With Molten Beauty, we're building a brand that brings together the best of care and expression; products that melt into your skin and feel like self-care. Gen Z is redefining beauty with their demand for authenticity, inclusivity, and transparency, and Molten has been crafted to reflect exactly that. Myntra's proven expertise in building brands allows us to deliver this new-age brand to millions of beauty-forward consumers across India, in a way that is both accessible and exciting.”

Molten Beauty will be available on Myntra and its website. Consumers will also be able to shop the collection on M-Now, Myntra's hyper-speed delivery service, with delivery starting in 30 minutes, making beauty even more accessible.

Launching right in time for the festive season and Myntra's Big Fashion Festival, Molten Beauty marks one of the most significant introductions to Myntra's beauty portfolio this year. This launch not only kicks off the celebrations with a fresh and powerful proposition but also represents a milestone where two of India's much-loved brands have come together to solve a clear consumer need.