Myntra has partnered with Vellvette Lifestyle, the parent company of SUGAR Cosmetics, to launch Molten Beauty, a new hybrid beauty brand aimed at Gen Z consumers.
Positioned at the intersection of skincare and makeup, Molten Beauty focuses on a “skin-first” philosophy with vegan, cruelty-free formulations powered by active ingredients such as hyaluronic acid, niacinamide, and peptides. The brand promises products that enhance rather than conceal, catering to young consumers seeking authenticity and transparency in beauty.
The debut range includes both skincare and makeup hybrids, featuring hero products like 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 to over 50 SKUs within the next year.
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.”
Vineeta Singh, CEO SUGAR Cosmetics, added, “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.”
Molten Beauty will be available on Myntra, moltenbeauty.com, and through Myntra’s M-Now service.
