Myntra sees Gen Z drive beauty growth as skincare, smaller cities gain ground

Mumbai: India’s beauty market is being reshaped by Gen Z shoppers spending more on skincare, fragrances and premium products, while demand from smaller cities and the growth of quick commerce are creating new opportunities for online retailer Myntra.

Gen Z accounts for 60% of Myntra’s beauty shoppers, spending 1.2 times as much on beauty as the average customer, according to the company’s Beauty report, which covers consumption trends from August 2025 to August 2026.

The report said beauty and personal care’s share of customers’ wallets had risen 75%, while repeat orders from Gen Z customers increased 70%.


The findings come as younger consumers increasingly view personal appearance as part of their everyday lives rather than an occasional discretionary purchase.

Also read | Jewellery retailers expect 22-28% growth in Q2 despite festive calendar shift

“I don't think it is as discretionary anymore because it is the way they show up, the way they live their life socially. I think the lines are blurring,” Myntra head Sharon Pais said in an earlier interview, discussing the growing importance of fashion and “looksmaxxing” among younger shoppers.

Half of Myntra’s Gen Z beauty shoppers come from Tier 2 and Tier 3 cities, which also account for half of the platform’s demand for international beauty brands, the report said.

Ludhiana, Patna, Bhopal, Indore, Guwahati and Nagpur are among the cities driving beauty growth beyond metros.

“The aspiration levels are very equalized across different parts of the country,” Pais said in the interview, referring to consumer demand for international brands in smaller cities.

SKINCARE, K-BEAUTY GAIN TRACTION

Skincare is emerging as a focus for younger shoppers, with 80% of Gen Z beauty consumers keeping their routines to three products, while 30% buy one or two products per order, the report said.

Also read | FMCG firms grapple with input cost inflation in Q2, brace for margin pressure in H2

Demand is also shifting towards ingredient-led products, including vitamin C, salicylic acid, snail mucin, ceramides and azelaic acid. The report said Gen Z shoppers were more likely than millennials to consider several of these ingredients, while exercising caution around retinol.

Korean beauty products are gaining ground, with demand for K-beauty on Myntra rising 200% and search queries increasing more than 300%. The platform now carries more than 90 Korean beauty brands and over 1,000 stock-keeping units, the report said.

Sunscreen is also becoming a more prominent part of beauty routines. Searches for spray sunscreens rose 60%, while searches for tinted sun protection products increased 60% and searches for multi-use products rose 40%, according to the report.

MEN, FRAGRANCES EXPAND THE MARKET

Men’s beauty is another growth area. Orders for men’s skincare products rose 78%, led by Gen Z, while body-grooming products grew 20% and men’s perfume orders increased 50%, the report said.

Fragrance demand among Gen Z grew 60% year on year, while searches for fragrance combo sets increased 125%, pointing to a stronger focus on value and variety. Vanilla, oceanic, warm and spicy, and orange blossom are among the scent profiles gaining popularity.

Consumers are also experimenting with smaller formats. Minis accounted for 53% of luxury makeup orders, while 14% of total luxury beauty units sold came from Gen Z shoppers buying luxury minis, the report said.

Quick commerce is becoming another route for beauty purchases. Myntra’s M-Now service offers 596 beauty brands, including 107 international brands.