Fashion and lifestyle major Myntra has partnered with the founders of SUGAR Cosmetics to launch Molten Beauty, a new-age beauty brand built for Gen Z. Positioned at the intersection of skincare and makeup, the brand combines Myntra’s ecommerce scale with SUGAR’s product innovation to capture India’s fastest-growing consumer segment.
Launch Snapshot
- Brand: Molten Beauty
- Backed by: Myntra + SUGAR founders Vineeta Singh & Kaushik Mukherjee
- Philosophy: Skin-first, hybrid skincare + makeup
- Hero Products: Aqua Chill Moisturizer, Anti-Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm, Velvet Blur Lip Tint
Skin-First Philosophy
Unlike traditional cosmetics, Molten Beauty is built around care before coverage, offering vegan, cruelty-free products with actives like hyaluronic acid, niacinamide, and peptides. The lightweight, clinically tested formulations are tailored for Gen Z consumers who demand efficacy, transparency, and inclusivity.
The portfolio will expand to 50+ SKUs in the next year, with a focus on multi-tasking hybrids that hydrate, protect, and express individuality.
Strategic Backing
“With over 25 million Gen Z users on our platform, we understand their aspirations. Molten’s skin-first philosophy will deeply resonate with their choices,” said Nandita Sinha, CEO of Myntra.
“Gen Z is redefining beauty. With Molten, we’re building products that melt into the skin, blending self-care with expression,” added Vineeta Singh, CEO of SUGAR Cosmetics.
Market Watch
The launch, timed with Myntra’s Big Fashion Festival, strengthens its beauty vertical amid rising competition from Nykaa, Purplle, and international D2C brands. India’s beauty and personal care market is projected to surpass $30 billion by 2030, with Gen Z driving new consumption trends.
Final Take
Molten Beauty positions itself not just as another cosmetic line, but as a Gen Z-first hybrid brand, balancing skincare science with everyday expression—a space with strong long-term growth potential.
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