BENGALURU: The e-lifestyle market in India is steadily growing, with nearly 175 million shoppers. However, beauty purchases still make up only 16% of all transactions, and per capita consumption of beauty products remains low compared to other countries. Tapping into this opportunity and targeting Gen-Z consumers who prioritise beauty and convenience, Sugar Cosmetics and Myntra have launched a new brand: Molten Beauty.
Myntra CEO Nandita Sinha explained, “Gen-Z doesn’t like labels, so we’ve created products that go beyond conventional skincare and makeup. It’s beauty that is breathable, weightless and melts into your skin.” She added that Myntra’s reach, technology and customer understanding formed the foundation of this partnership.
Vineeta Singh, founder of Sugar Cosmetics, said the goal was to create a ‘skin-first’ brand that combines care and colour into a hybrid formula. “These products feel like your second skin, not like you’re wearing makeup. Beauty has become a burden with long routines — Gen-Z doesn’t have time for that. The idea is minimal effort, maximum payoff,” she said.
Developed over the last 12-15 months in Sugar’s R&D labs, all Molten Beauty products were tested on individuals under 30. Test results will be published alongside product listings, with the list of full ingredients and transparency.
The range is affordably priced between Rs 250 and Rs 400, and includes products like the aquagel moisturiser acne cream, lip and cheek tinge, and sunscreen.
Addressing common pain points, Vineeta noted, “One barrier to sunscreen use is that it feels heavy. We’ve developed a lightweight formula that’s packed with powerful actives.” She also spoke about the issue of post-workout acne. “Sweat clogs pores, leading to breakouts. So we created calming toners with hypochlorous acid, an antibacterial spray ideal for use after workouts,” she added.
Looking ahead, Nandita said, “We aim to build products that fill white spaces in the market. As we grow, we’ll expand the range.”
With online beauty consumption in India rising from $9 to $14-15 per individual, she added, “We’ve always been about democratising lifestyle through technology. With over 25 million Gen-Z shoppers and a 75 million monthly user base, we see a strong opportunity to scale.”
Molten Beauty products will be available on Myntra and the Molten Beauty website.