Myntra and the makers of SUGAR Cosmetics have announced a strategic partnership to introduce Molten Beauty, a new-age/disruptive Gen-Z brand crafted at the intersection of skincare and makeup. Molten Beauty addresses a significant white space in the Indian beauty market by combining Myntra’s e-commerce strength and 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.
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.
The launch portfolio includes SKUs across skincare and makeup, with products that hydrate, protect, soothe, brighten, and plump, along with lightweight color products that also offer skincare benefits. Key products include the Aqua Chill Moisturizer, Anti-Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm, and Velvet Blur Lip Tint. The brand plans to expand the collection to over 50 SKUs in the coming year, staying aligned with Molten’s focus on multi-tasking, hybrid products that are both effortless and expressive.
Molten Beauty will be available on Myntra and www.moltenbeauty.com. Consumers can also shop the collection through M-Now, Myntra’s hyper-speed delivery service, with delivery starting in 30 minutes.
Launching in time for the festive season and Myntra’s Big Fashion Festival, Molten Beauty is a major addition to Myntra’s beauty portfolio this year. The launch brings together two well-known Indian brands to address a clear consumer need.
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.”
