SUGAR Cosmetics&rsquo; parent company Vellvette Lifestyle Pvt Ltd has partnered with Myntra to launch a new beauty label called Molten Beauty. The collaboration aims to attract India&rsquo;s Gen Z audience with vegan, skin-friendly and multifunctional products that combine skincare and makeup benefits. The legal aspects of the partnership were handled by Vertices Partners for SUGAR Cosmetics and Khaitan &amp; Co for Myntra.
Molten Beauty presents itself as a skin-first hybrid brand with products that blend hydration, acne protection and cosmetic appeal. The range includes Aqua Chill Moisturiser, Anti-Acne Sunscreen, Airy Blur Blush Drops, Buff Glow Lip Balm and Velvet Blur Lip Tint. All items are vegan, cruelty-free and dermatologically tested, targeting ingredient-conscious buyers who prefer minimal yet effective routines. Prices range between ₹250 and ₹400 to keep the line affordable.
The brand&rsquo;s products are available on Myntra, its quick-delivery channel M-Now in select cities, and its own website moltenbeauty.com. The collaboration helps Myntra deepen its direct engagement in the beauty and personal care segment while allowing SUGAR Cosmetics to expand its innovation and reach new audiences.
Industry experts say the move reflects the changing landscape of Indian e-commerce, where major online platforms are increasingly building their own consumer-focused brands. Molten Beauty enters the market at a time when hybrid skincare-makeup products are gaining popularity, especially among young buyers who prefer clean, transparent and ethical beauty.
The launch comes just ahead of the festive season and Myntra&rsquo;s Big Fashion Festival, making it a timely introduction for trend-conscious consumers looking for vegan and functional beauty products.

SUGAR-Myntra unveil Molten Beauty for Gen Z buyers

New skincare-makeup hybrid brand to target young, conscious consumers in India

SUGAR-Myntra unveil Molten Beauty for Gen Z buyers

New skincare-makeup hybrid brand to target young, conscious consumers in India

October 27, 2025 | 18:47 IST