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

What happened

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. Subtitle: For this generation, beauty is prevention first with sun protection products seeing a 60% growth among Gen Z shoppers, finds a new report titled ‘Beauty in the age of Gen Z’ by Myntra.

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. 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.