Sugar Cosmetics’ parent company, Vellvette Lifestyle, has launched Molten Beauty, a new brand that blends skincare and makeup, in an exclusive partnership with Myntra. The move targets India’s fast-growing Gen Z consumer base, which now accounts for half of the country’s ₹20,000 crore beauty market.

Molten Beauty aims to fill what both companies see as a white space in India’s evolving beauty sector—combining care and color in products that reflect Gen Z’s preference for simplicity and efficacy.

“Gen Z consumers are not only about what looks good on them, but it is very rooted in what is good for them, both for their overall well-being, but also for their skin,” said Nandita Sinha, CEO of Myntra, while pointing out that nearly 25 million Gen Z customers transact with Myntra annually. "Myntra has been very, very focused on building the Gen Z customer. This number has been growing significantly," she added. 

Sugar Cosmetics has positioned Molten Beauty to directly address these needs.

India has nearly 175 million e-lifestyle shoppers, but only 16% of beauty purchases happen online. Per capita beauty spend here remains one of the lowest globally, giving both the companies massive headroom for growth. The country’s online beauty sector is increasing at 25% annually, and per capita beauty consumption has jumped from $9 to $14-$15 in the last few years.

Sugar Cosmetics CEO and founder Vineeta Singh explained the thinking behind the new brand, noting that Gen Z users favor hybrid products over lengthy routines. “The philosophy behind the brand was to create a skin-first brand that brings both care and color into one seamless hybrid formula where we deliver skincare benefits and, in some products, also buildable color,” Singh said. Molten Beauty’s products will debut with 15 products and be priced in the range of ₹250 to ₹400.

Sugar Cosmetics already operates over 200 brand-owned stores nationally, but Molten Beauty is rolling out exclusively online through Myntra and the brand’s website in its first phase.

The first-year focus would be, Sinha said, “To really build a loved brand for the Gen Z customer and address the white space on our platform. We believe that it's a big opportunity and therefore we will keep on building to scale.”

Singh indicated that the initial goal is to “to really win the trust of younger consumers with a few products, deliver performance and build high repeats," indicating that the first-year priority will be trust and repeat purchases over aggressive revenue targets in year one.

"In India the per capita beauty consumption is exploding. The market itself overall is intended to double in the next 5-7 years. I think we have massive plans and expectations around growth from Molten," said Singh.

The marketing push will rely heavily on social media and influencer engagement, given Gen Z’s discovery and decision habits. “Almost 90% of the decision making on what products to apply, what trends to go after, what routines to build is happening on social media,” said Sinha. Glamstream, Myntra’s influencer-driven engagement platform, will play a central role in building Molten Beauty’s presence.

Sugar Cosmetics reported ₹515.4 crore in operating revenue for FY24, a 20% increase from the previous year, while reducing its net loss by 11.3% to ₹67.58 crore.