Bengaluru: Myntra and Vellvette Lifestyle, the makers of SUGAR Cosmetics, have announced a strategic partnership to introduce Molten Beauty, a disruptive Gen-Z brand positioned at the intersection of skincare and makeup. The collaboration leverages Myntra’s e-commerce strength and consumer insights with the innovation and brand-building expertise of SUGAR Cosmetics’ creators, addressing a significant white space in India’s beauty market.
Breaking away from conventional definitions of beauty, Molten Beauty operates with a skin-first philosophy, offering hybrid products that enhance rather than conceal. Powered by active ingredients such as hyaluronic acid, niacinamide, and peptides, its vegan and cruelty-free formulations are designed to deliver clinically tested benefits while doubling up as wearable colour.
The launch portfolio spans skincare and makeup, with hero products like the Aqua Chill Moisturizer, Anti-Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm, and Velvet Blur Lip Tint. The collection will scale to 50+ SKUs within a year, staying true to its ethos of multi-tasking, hybrid beauty.
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.”
Molten Beauty will be available on Myntra and www.moltenbeauty.com, with delivery starting in 30 minutes via M-Now, Myntra’s hyper-speed service. Launching ahead of the festive season and Myntra’s Big Fashion Festival, Molten Beauty represents a milestone in Myntra’s beauty portfolio, bringing together two of India’s most-loved names to meet the aspirations of Gen Z beauty consumers.
