Myntra & Sugar Cosmetics partner to launch Gen Z focused brand

MUMBAI: Myntra and Sugar Cosmetics have together built a Gen Z-focused brand Molten Beauty. A skin-first product, it is packed with vegan, cruelty-free formulations to make it relevant for Gen Zs who focuses on ingredients of labels and do a thorough research before shopping. The launch portfolio features SKUs across skincare and makeup with plans to expand the more than 50 SKUs over the coming, the companies said in a statement on Friday.“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,” said Nandita Sinha, CEO at Myntra. Sugar Cosmetics can tap Myntra’s reach to make the products accessible to a wider set of young, tech savvy consumers.“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,” added Vineeta Singh, CEO at Sugar Cosmetics.