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Gen Z is shaping India’s beauty market: prevention first,and going beyond the metros

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Gen Z is shaping India’s beauty market: prevention first,and going beyond the metros

Gen Z is changing how India shops for beauty. For this generation, beauty is part of how they show up every day. They protect their skin before fixing it and try premium brands through minis, and they are taking beauty well beyond the metros. These are among the findings of 'Beauty in the Age of Gen Z', a new report released by Myntra, which finds a generation that chooses ingredients over hype.

Gen Z and millennials are both growing the beauty and personal care category on Myntra, with Gen Z giving the category a 75% higher share of its wallet. Self-expression comes first for this generation, and the category is one of the clearest places it shows. Gen Z’s beauty and personal care spend per customer is up 1.2X YoY alongside a fast growing customer base on Myntra. Half of Gen Z’s beauty buyers on Myntra live in Tier II and III cities. Sun protection (SPF) products are up 60% YoY among Gen Z shoppers, while 53% of luxe makeup orders on Myntra now include a mini.

Deepak Joshi, Senior Director, Beauty and Personal Care, Myntra, said, “This is a skin-first generation. Gen Z doesn’t use a brand name as a shortcut for trust. They want to understand what’s in the product and what it will do for their skin. They keep their routines short and choose what works, and they think proactively, preventing damage instead of fixing it later. That’s why sun protection has stopped being a seasonal purchase for them.


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