Myntra and SUGAR Cosmetics' parent company Vellvette Lifestyle have announced a strategic partnership to launch Molten Beauty, a new Gen Z brand positioned at the intersection of skincare and makeup.
Molten Beauty is built on a skin-first philosophy, offering products that enhance rather than conceal. The range features vegan and cruelty-free formulations powered by ingredients such as hyaluronic acid, niacinamide, and peptides. Each product is designed to blend seamlessly into the skin, providing comfort, effectiveness, and transparency that align with Gen Z’s preferences.
The launch portfolio includes products across skincare and makeup categories, with benefits such as hydration, protection, soothing, brightening, and plumping. Lightweight colour cosmetics with added skincare properties also feature in the range. Key products include the Aqua Chill Moisturizer, Anti-Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm, and Velvet Blur Lip Tint.
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.”
Over the coming year, the collection will expand to more than 50 products. Molten Beauty will be available on Myntra and www.moltenbeauty.com. Consumers will also be able to shop the collection on M-Now, Myntra’s hyper-speed delivery service, with delivery starting in 30 minutes.
