Sugar Cosmetics partners with Myntra to launch Gen-Z focused brand Molten Beauty

myntra and SUGAR Cosmetics have teamed up to launch Molten Beauty, a new brand for Gen-Z that combines skincare with makeup.

The partnership brings together Myntra’s ecommerce strength and consumer insights with SUGAR’s expertise in product development and branding to target India’s growing beauty market.

Molten Beauty takes a skin-first approach, focusing on enhancing rather than hiding. Its vegan, cruelty-free products use active ingredients like hyaluronic acid, niacinamide, and peptides, offering lightweight textures and proven benefits that match Gen Z’s demand for transparency and results.

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Molten Beauty’s launch range covers both skincare and makeup, with products that hydrate, protect, soothe, brighten, and plump. Key highlights include Aqua Chill Moisturizer, Anti-Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm, and Velvet Blur Lip Tint.

Molten Beauty plans to grow its collection to 50+ products this year, focusing on multi-tasking, hybrid items that are both effortless and 
expressive.

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.”

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Vineeta Singh, CEO SUGAR Cosmetics, stated, “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.”

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