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K-Beauty up 200 pc, men’s skincare 78 pc: Gen Z reshapes Myntra’s beauty mix

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K-Beauty up 200 pc, men’s skincare 78 pc: Gen Z reshapes Myntra’s beauty mix

K-Beauty up 200 pc, men’s skincare 78 pc: Gen Z reshapes Myntra’s beauty mix

Gen Z is reshaping Myntra’s beauty business, contributing to substantial growth in various skincare and grooming categories. Demand for K-Beauty products and men's grooming has seen significant increases, reflecting changing consumer preferences. The beauty market in India is projected to grow substantially, driven by increasing per-capita spending. Myntra is enhancing its domestic brand portfolio and expanding quick-commerce offerings to meet evolving consumer needs.

Gen Z is reshaping Myntra ’s beauty business, driving demand for ingredient-led skincare , Korean beauty, men’s grooming and premium products, with K-Beauty demand rising 200 per cent year-on-year and men’s skincare orders growing 78 per cent, according to Myntra’s report Beauty in the Age of Gen Z. Gen Z’s beauty and personal care spend per customer is up 1.2X YoY alongside a fast growing customer base on Myntra. The cohort’s beauty and personal care wallet share is 75 per cent higher than that of millennials, while repeat orders have increased around 70 per cent, highlighting a shift towards regular beauty consumption among younger shoppers. Advt

The report, covering August 2025 to August 2026 and shoppers aged 14 to 29, points to Gen Z’s growing influence on category demand, product discovery and brand choices. Gen Z is currently driving around 55 per cent of Myntra Beauty’s growth. The company expects the cohort to continue contributing more than half of the category’s customer mix over the next two to three years. India’s beauty market is expected to grow from around $23 billion to $40 billion, according to industry estimates cited in the report.


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