When we attended the Myntra Beauty IRL event at The Nines in Juhu, Mumbai, for the launch of their ‘Beauty in the Age of Gen Z’ report, we got a peek into data we never knew existed. Industry experts engaged in some real skin and hair talk during a panel discussion moderated by influencers Sakshi Shivdasani and Naina Bhan. The panel brought together Karishma Kewalramani (founder, FAE Beauty), Radhika Ghai Aggarwal (founder, Kindlife), and celebrity dermatologist Dr Madhuri Agarwal to unpack the real story behind the beauty numbers.
The main insight? 60 per cent of beauty buyers on Myntra are Gen Z. And if that surprises you, wait until you read what’s inside their carts.
Take a look at the top beauty lessons we learned from the Myntra Beauty report:
Be intentional with your social plans and ingredient labels
Gen Z views beauty through a thoughtful, health-first lens. They actively flip bottles around to inspect ingredient percentages before buying—a habit reflected in the report’s finding of a 60 per cent surge in SPF demand as sun protection becomes a daily non-negotiable. The report highlights a 75 per cent surge in ingredient-led, science-based derma beauty, with 80 per cent of young shoppers keeping their daily routines streamlined to three core products.
Forget flashy slogans or vague promises of “overnight radiance”. Gen Z approaches skincare like a lab experiment long before ever hitting “add to cart”.
Keep your emotional support products close
Just because they read labels like clinical researchers doesn’t mean they shop without emotion. Gen Z reserves a special spot on their vanity counters for “emotional support products”—those nostalgia-backed lip balms, specific scents or inherited rituals that deliver instant comfort.
So, if you’re still holding onto a discontinued lipstick because it reminds you of a happier time, rest assured: it’s officially Gen Z-approved.
K-Beauty is skincare’s Silicon Valley
While “glass skin” always felt like an unachievable trend for Indian skin tones, this generation locked onto the real value proposition: foundational barrier care and preventative maintenance over damage control. It makes total sense why Myntra Beauty saw a 200 per cent year-on-year surge in K-beauty demand driven by younger buyers. With this generation being hooked on to skin health tips and their positive effects, the report showcased a 300 per cent spike in K-beauty search queries alone.
Basically, this generation is young, cool, and wise—the ultimate trifecta.
The next time you’re thinking of investing solely in makeup, build your skincare foundation first.
Haircare has its own universe
Haircare used to begin and end with a basic shampoo-conditioner duo, plus a serum at most. Today, Gen Z treats their scalp with the clinical precision traditionally reserved for their face. Think hair masks, scalp scrubs, targeted serums, and bond-repair treatments.
The report tracks a 110 per cent jump in hair mask purchases alongside rapid growth in bond-repair formulas. Getting ready no longer stops at the hairline—it encompasses intentional wellness from head to toe.
Men want to feel pampered, too
It turns out men might just be the most impressionable beauty consumers in the house and are really into self-care now. How do we know this for sure? Men's skincare orders on Myntra surged by 78 per cent—led almost entirely by Gen Z.
Men’s beauty has moved way past the dark ages of generic 3-in-1 body washes. Driven by self-care and targeted formulas, men’s skincare orders on Myntra surged by 78 per cent. Young Indian men are actively building multi-step routines, expanding their grooming baskets to include everything from specialised cleansers to daily sunscreens. We women officially have some competition, and honestly, we wouldn’t be surprised if men start wearing LED masks next.
Sunscreen will forever be the MVP
Gone are the days when sunscreen was just a summer afterthought. Clearly, Gen Z knows how crucial it is to shield themselves from both the haters and the sun; they are driving a 60 per cent year-on-year increase in sunscreen purchases across the board.
Makeup must multitask
If a cosmetic product only does one thing, Gen Z considers it a waste of vanity real estate. This generation expects makeup to work double duty as active skincare, demanding tinted serums, hydrating lip oils, and SPF-infused blushes that nourish the skin barrier while delivering payoff. If a formula isn’t actively improving your skin while you wear it, it simply isn’t making the cut. Another beauty marvel is the introduction of travel sizes, as the report calls it "The Mini Revolution". With 53 per cent of luxe makeup orders including a mini format, Gen Z uses minis as the new front door to luxury brands. Minis are an absolute gamechanger, they fit effortlessly into handbags, gym pouches, and daily totes, evolving from just being trial sizes into an active lifestyle staple.
Our takeaway
Beauty is no longer confined to a single aisle or saved for special occasions. It lives in our daily totes, tucked into gym bags, stashed in office drawers, and celebrated across online communities and interactive spaces.
If you thought your blush was just supposed to add colour to your cheeks and nothing else, think again. Today’s cosmetic products do it all while nourishing, protecting, and hydrating. It’s time to upgrade your cart to smarter beauty assets.
The Myntra Beauty report proved that getting ready is more intentional, expressive, and fun than ever and we’re all here for where it’s heading next. Gen Z wrote the new beauty handbook, and honestly, we’re all better off taking notes.
