In an exciting development, Myntra has partnered with Vellvette Lifestyle, the makers of SUGAR Cosmetics, to introduce a brand-new beauty line—Molten Beauty. This strategic collaboration marks the beginning of a fresh era in the Indian beauty market, built specifically for Gen-Z consumers.
The two companies are bringing together Myntra’s e-commerce strength and consumer insights with SUGAR’s proven brand-building expertise and innovation-driven approach. Together, they aim to redefine beauty for young India by introducing products that are equal parts skincare and makeup.
Breaking Beauty Boundaries
Molten Beauty is not about the conventional. It goes beyond basic skincare and heavy makeup, offering a fluid, weightless, and instinctive experience. Built on a skin-first philosophy, the brand focuses on enhancing natural beauty rather than concealing it.
Its products are vegan, cruelty-free, and enriched with active ingredients like hyaluronic acid, niacinamide, and peptides. Every formulation is clinically tested and designed to melt seamlessly into the skin, offering comfort, authenticity, and transparency—values that deeply connect with Gen Z’s beauty expectations.
Portfolio Unveils Hero Products
At launch, Molten Beauty introduces a diverse range of skincare and makeup hybrids. The collection includes hydrating, brightening, and protective skincare alongside lightweight color products that double as skin treatments.
Hero products include the Aqua Chill Moisturizer, Anti-Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm, and Velvet Blur Lip Tint. Over the next year, the lineup will expand to 50+ SKUs, offering a wider variety of hybrid, multi-tasking products.
Leaders Share Their Vision
Nandita Sinha, CEO of Myntra, expressed excitement about the collaboration, saying, “With over 25 million Gen Z users on our platform, we know their aspirations. Molten Beauty, with its skin-first approach, perfectly matches their evolving beauty choices. This association strengthens our place as the go-to destination for new-age beauty consumers.”
Adding to this, Vineeta Singh, CEO of SUGAR Cosmetics, said, “Molten Beauty is about self-care that feels effortless. Gen Z demands authenticity, inclusivity, and transparency, and Molten has been crafted to reflect exactly that. With Myntra’s reach and expertise, we are delivering a brand that is both accessible and exciting.”
Festive Launch in Style
Molten Beauty arrives just in time for the festive season and Myntra’s Big Fashion Festival, making the launch even more impactful. It represents one of the most significant additions to Myntra’s beauty portfolio this year.
The brand will be available exclusively on Myntra and Molten Beauty’s official platform. Additionally, customers can shop Molten products through M-Now, Myntra’s hyper-speed delivery service, which promises delivery in just 30 minutes, adding convenience and accessibility for beauty enthusiasts.
Molten Beauty Products
What sets Molten Beauty Products apart is their multi-tasking hybrid nature. These aren’t just lip balms, moisturizers, or blushes—they’re beauty plus care in one. For example, the Velvet Blur Lip Tint provides vibrant color while nourishing the lips, and the Airy Blur Blush Drops bring natural radiance with skincare actives blended in.
This dual function resonates strongly with Gen Z users who want simplicity, authenticity, and value from the products they use every day. As the brand expands its portfolio, Molten Beauty aims to set new standards in how skincare and makeup merge for the new generation.
Future of Beauty in India
The launch of Molten Beauty marks a milestone partnership between two of India’s most loved brands, aiming to fill a clear consumer need. As the lines between skincare and makeup continue to blur, brands like Molten Beauty are paving the way for a new beauty philosophy—effortless, expressive, and true to the user.
By combining Myntra’s platform power and SUGAR’s innovation, Molten Beauty is poised to reshape India’s beauty landscape, offering Gen Z a brand that feels modern, accessible, and deeply connected to their identity.
