Gen Z Drives Rapid Growth and New Habits in India’s Beauty Market

Gen Z shoppers are reshaping India’s beauty and personal care sector, according to a new Myntra report released this week. The study finds the cohort prioritises skin protection, favors ingredient transparency and is expanding demand beyond metropolitan areas.

On Myntra, Gen Z accounts for a 75% higher share of beauty spend than millennials, with per‑customer expenditure rising 1.2 times year‑over‑year. Half of the platform’s Gen Z beauty buyers now reside in Tier II and III cities, and their purchases include serums, toners, sunscreens and hair masks alongside everyday staples.

Sun‑protection products have surged 60% year‑over‑year among Gen Z shoppers, reflecting a shift from seasonal to year‑round usage. “This is a skin‑first generation,” said Deepak Joshi, senior director of beauty and personal care at Myntra. “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.”

Premium and international brands are gaining traction through miniature formats. Minis now represent 14% of luxury units sold, led by lipstick, perfume and face primer, and more than half of new customers for brands such as M.A.C., Kayali, Smashbox and Salvatore Ferragamo arrive via these samples.

Video content is the primary discovery channel for Gen Z. Myntra hosts roughly 82,000 active beauty creators, with user‑generated content up 40% year‑over‑year. Nearly two‑thirds of new creator registrations in the past four months are Gen Z, underscoring the platform’s creator‑driven ecosystem.

Market Outlook

Industry analysts project India’s beauty market to expand from about $23 billion to $40 billion in the coming years. Yet per‑capita spending remains low at roughly $15, compared with $38 in China and $383 in the United States, according to Redseer estimates.

Implications for Brands

Sharon Pais, head of Myntra, said brands that succeed will meet shoppers early, simplify discovery and build trust through product efficacy and ingredient clarity. The report highlights the importance of reaching consumers in smaller cities and leveraging creator‑led content to drive adoption.