Half of Gen Z’s beauty buyers on Myntra come from smaller cities: Report

For Gen Z, charm is ending up being less about covering flaws and more about constructing daily regimens around skin care, individual expression and notified item options.

From prioritising avoidance over correction to examining active ingredient lists before purchasing, young customers are altering what they get out of charm items and the brand names that offer them.Their impact is likewise extending beyond India’s urbane markets. Smaller sized item formats let customers attempt premium charm items at a lower expense before dedicating to full-sized purchases, while the growing focus on skin care shows a shift towards routine care instead of periodic repairs.

Together, these behaviour indicate a generation that is approaching appeal with higher awareness of active ingredients, price and specific requirements.These shifts are amongst the findings of Beauty in the Age of Gen Za brand-new report launched by Myntra. The report takes a look at how more youthful customers are improving India’s appeal market, with ingredient-led options, preventive skin care and broader access to premium items becoming essential styles.Gen Z and millennials are both growing the charm and individual care classification on Myntra, with Gen Z providing the classification a 75% greater share of its wallet. Self-expression precedes for this generation, and the classification is among the clearest locations it reveals. Gen Z’s charm and individual care invest per client is up 1.2 X YoY along with a quick growing consumer base upon Myntra. Half of Gen Z’s appeal purchasers on Myntra reside in Tier 2 and 3 cities.

Sun defense (SPF) items are up 60% YoY amongst Gen Z buyers, and 53% of luxe makeup orders on Myntra now consist of a mini.Gen Z is forming a market that market reports * anticipate to grow from ~$23bn to ~$40bn. India still invests just ~$15 per head on appeal, versus $38 in China and $383 in the United States, according to the market reports *.Speaking on the launch of the report, Sharon Pais, Head of Myntra, stated, “Beauty and individual care is among Myntra’s greatest development engines.

For Gen Z, charm is self-expression. It’s how they appear, prepare their appearances and live their social lives. They attempt premium and worldwide brand names through minis, discover brand-new ones through developers and K-Beauty, and select on components and effectiveness, in cities throughout the nation. The brand names that win will satisfy this buyer early, make discovery simple and make trust through the item and its active ingredients.

Minis and developers: According to the report, Minis comprise 14% of luxe systems offered, led by lipstick, fragrance and face guide.

Brand names such as M.A.C, Kayali, Smashbox and Salvatore Ferragamo get over half of their brand-new clients through minis. Video is how Gen Z discovers charm. Myntra has ~ 82,000 active charm developers, UGC appeal material is up 40% YoY, and almost 2 in 3 brand-new appeal developer registrations over the last 4 months are Gen Z.Beyond the cities: Gen Z baskets in Tier 2 and 3 cities consist of serums, toners, sun blocks and hair masks along with daily staples.

These cities represent half of the platform’s worldwide appeal need. Ludhiana, Patna, Bhopal, Indore, Guwahati, Surat, Varanasi and Imphal are amongst the cities driving development, according to the report.Avoidance, active ingredients and K-Beauty: Sun security has actually ended up being a year-round routine amongst Gen Z buyers, with searches up 80% for spray sun blocks, 70% for ingredient-led sun blocks and 60% for tinted sun blocks (SPF, or sun security aspect).

Gel-based, fragrance-free and non-sticky textures remain in need, and Gen Z is looking for components such as Centella asiatica, copper peptides, azelaic acid and panthenol.K-Beauty need grew 200% YoY and searches increased more than 300%. Myntra now provides 1,000+ SKUs from 90+ K-Beauty brand names, with 30+ included the in 2015. Hair masks grew 110%, versus 59% for conditioners, and guys’s skin care orders grew 78% YoY, led by Gen Z.Repeat consumers: Repeat Gen Z orders on Myntra are up ~ 70% this year, and the repeat appeal buyer and the repeat clothing consumer are typically the very same person.Beauty is approximately 1 in 5 systems purchased on Myntra, is growing at two times the online appeal market, and generated almost half a million brand-new clients in May 2026 alone. Myntra provides ~ 2.5 lakh designs from 4,500+ brand names, consisting of 360+ worldwide brand names.

Virtual Try-On makes consumers 2X most likely to purchase, and Skin Analyzer raises conversion by ~ 58%.

Charm on M-Now covers ~ 600 brand names, with shipment as fast as 9 minutes.Support Indian brand names: Myntra hosts 700 pure-play D2C appeal brand names and 3,000 emerging D2C names, and D2C appeal has actually grown 68% up until now in FY26. Plum, Minimalist, Foxtale, The Derma Co. and Chemist at Play are amongst those driving development. Gen Z is 25% likelier to attempt a native or D2C brand name.

Gen Z and millennial consumers are both backing these brand names, with Gen Z amongst the quickest to attempt them.Gen Z’s wishlist currently indicates what’s next, consisting of lactic acid, tranexamic acid and foundation-SPF hybrids. Myntra’s focus transfers to scale and share, with a much better pre- and post-purchase experience, a more powerful community through Myntra GlamStream, and continued momentum in D2C, high-end, global charm, non-metros and newbie online charm buyers.The report was revealed at the Myntra Beauty IRL occasion in Mumbai, together with a panel conversation on The New Indian Beauty Consumer.The report is based upon Myntra platform information, purchasing behaviour and search patterns from August 2025 to August 2026, covering Gen Z buyers, and reads along with trend-spotting by Myntra’s innovative and curation groups.* Market price quotes are from Redseer.Disclaimer: This short article has actually been produced on behalf of Myntra by Times Internet’s Spotlight group.