Generation Z is transforming the approach to beauty product purchases in India, viewing cosmetics as an integral part of daily self-expression. This consumer group focuses on skin protection before correction, prefers premium brands in miniature formats, and actively buys products outside of metropolitan areas. These findings are presented in the new report 'Beauty in the Gen Z Era,' released by Myntra, which indicates that this generation prioritizes product composition over marketing hype.
Both Gen Z and Millennials contribute to the growth of the beauty and personal hygiene category on Myntra, with Gen Z's spending share in this category exceeding that of Millennials by 75%. Self-expression is a priority for this generation, and cosmetics are one of the most obvious ways to manifest it. Gen Z's spending on beauty and personal hygiene products on Myntra has increased by 1.2 times compared to the previous year, against the backdrop of the platform's rapidly growing customer base. Notably, half of Gen Z cosmetic buyers on Myntra reside in second and third-tier cities.
Gen Z buyers show a 60% year-on-year increase in demand for sun protection (SPF) products. Furthermore, 53% of luxury cosmetic orders on Myntra now include miniatures.
Gen Z's Approach to Skincare
Dipak Joshi, Senior Director of Beauty and Personal Care at Myntra, noted that 'this is a skin-oriented generation. Gen Z does not use brand names as a substitute for trust. They want to understand what is in the product and how it will affect their skin. They strive to maintain short routines and choose what works, acting proactively to prevent damage rather than fixing it later. That is why sun protection has stopped being a seasonal purchase for them; it has become an annual habit.'
According to industry estimates from Redseer, the industry shaped by Gen Z is expected to grow from approximately $23 billion to $40 billion. However, only about $15 is spent per capita on beauty in India, compared to $38 in China and $383 in the US.
Myntra Leadership's View
Sharon Price, Head of Myntra, emphasized that 'beauty and personal care are one of the strongest growth drivers for Myntra. For Gen Z, beauty is self-expression. It is how they present themselves, plan their look, and live their social lives. They try premium and international brands through miniatures, discover new ones through content creators and K-Beauty, and make choices based on composition and efficacy, in cities across the country. Brands that succeed must meet these buyers early, simplify the process of discovering new products, and earn trust through the product and its ingredients.'
Miniatures and Content Creators
Miniatures account for 14% of the volume of luxury units sold, with lipsticks, perfumes, and face primers leading in popularity. Over half of new customers of brands like M.A.C, Kayali, Smashbox, and Salvatore Ferragamo come through miniatures. Video content has become the primary way for Gen Z to search for cosmetics. Myntra hosts about 82,000 active beauty content creators; user-generated content (UGC) in this area has grown by 40% year-on-year, and nearly two-thirds of new content creator registrations in the last four months belong to Gen Z representatives.
Purchases Outside Megacities
Gen Z shopping carts in second and third-tier cities include serums, toners, sunscreens, and hair masks, alongside everyday items. These cities account for half of the international demand for cosmetics on the platform. Among the cities driving growth are Ludhiana, Patna, Bhopal, Indore, Guwahati, Surat, Varanasi, and Imphal.
Prevention, Ingredients, and K-Beauty
Sun protection has become an all-year habit among Gen Z buyers: searches for SPF sprays have increased by 80%, for ingredient-focused sunscreens by 70%, and for tinted sunscreens by 60%. Gel textures without fragrances and that do not leave a greasy film are in demand. Gen Z actively seeks components such as centella asiatica, copper peptides, azelaic acid, and panthenol.
Demand for K-Beauty has grown by 200% year-on-year, and search queries have increased by over 300%. Myntra currently offers over 1000 SKUs from more than 90 K-Beauty brands, with over 30 added in the last year. Hair mask sales have increased by 110%, compared to a 59% rise in conditioners, and men's cosmetic orders have increased by 78% year-on-year, driven by Gen Z.
Repeat Purchases
Gen Z repeat orders on Myntra have increased by approximately 70% this year. Often, a repeat cosmetic buyer is also a repeat apparel buyer. Cosmetics, which constitute about 1 out of every 5 items ordered on Myntra, are growing twice as fast as the online cosmetics market and attracted almost half a million new customers just in May 2026. Myntra offers about 250 thousand styles from over 4500 brands, including more than 360 international ones. The virtual try-on feature doubles the likelihood of purchase for buyers, and the Skin Analyzer increases conversion by approximately 58%. The M-Now service offers about 600 brands with delivery in just nine minutes.
Support for Indian Brands
Myntra features 700 purely D2C cosmetic brands and 3000 new D2C names, with the D2C sector in cosmetics growing by 68% by FY26. Among the brands contributing to this growth are Plum, Minimalist, Foxtale, The Derma Co., and Chemist at Play. Gen Z is 25% more likely to try local or D2C brands. Both Gen Z and Millennials support these brands, with Gen Z being among the fastest adopters.
Development Strategy
Dipesh Jain, Vice President of Marketing at Myntra, added: 'Gen Z doesn't search to buy; they scroll through the feed to discover something new. This changes everything for us—from the platform's user experience to the brands we attract, and what happens after the purchase. Marketing at Myntra has always been focused on following the customer. We opened our content creator ecosystem so that anyone with a community can talk about the products they believe in. Trends emerge organically, and we do not try to create them.'
The Gen Z wishlist already points to future trends, including lactic acid, transaminase acid, and hybrid foundation with SPF. Myntra's focus is shifting towards scaling and market share, improving pre- and post-purchase experience, strengthening the ecosystem through Myntra GlamStream, and maintaining momentum in the D2C, luxury, international cosmetics, non-metropolitan regions, and first-time online cosmetic buyer segments.
This report was presented at the Myntra Beauty IRL event in Mumbai during a panel discussion on the new Indian beauty consumer. It is based on the company's platform data, buyer behavior, and search trends for the period from August 2025 to August 2026, covering Gen Z buyers.