Gen Z and Small Cities Fuel India’s Rapid Beauty Market Growth

Gen Z consumers are playing a crucial role in transforming India’s beauty and personal care industry, according to a recent report from Myntra, a leading fashion and lifestyle e-commerce platform. The analysis reveals that this younger generation now represents 60 percent of Myntra’s beauty customers and increases their spending on beauty products by 20 percent year over year on average.

Titled Beauty in the Age of Gen Z, the report examines data collected between August 2025 and August 2026, focusing on purchasing patterns and search trends on Myntra’s platform. It highlights that Gen Z allocates a significantly larger portion of their budget to beauty and personal care items—75 percent more than millennials. Both groups, however, contribute to the expanding market for these products.

One noteworthy insight is the growing importance of Tier 2 and Tier 3 cities in driving this demand. Half of Myntra’s Gen Z beauty customers hail from these smaller urban centers, which also account for half of the international beauty product purchases on the platform. Cities such as Ludhiana, Patna, Bhopal, Indore, Guwahati, Surat, Varanasi, and Imphal are among the emerging hotspots. Buyers here tend to maintain consistent beauty routines, frequently purchasing serums, toners, sunscreens, and hair masks alongside daily essentials, reflecting established habits rather than experimental shopping.

Sun protection products have seen a surge in popularity among Gen Z shoppers, with sales rising 60 percent year-on-year. In particular, searches for spray sunscreens increased by 80 percent, ingredient-focused sunscreens by 70 percent, and tinted sunscreens by 60 percent. Additionally, Korean beauty, or K-Beauty, has grown exponentially, with demand doubling year-on-year and search queries tripling. Myntra now offers more than 1,000 stock keeping units from over 90 K-Beauty brands, meeting this rising interest.

The interest in hair care is also strong, with hair mask sales climbing 110 percent, outpacing conditioner growth which stands at 59 percent. Men’s skincare products have attracted considerable attention as well, posting a 78 percent increase in orders led largely by Gen Z consumers.

Miniature or smaller-format luxury products have gained traction, accounting for 14 percent of luxury beauty units sold on Myntra. Over half of luxury makeup purchases include a mini version. Brands such as MAC, Kayali, Smashbox, and Salvatore Ferragamo report that more than half of their new customers come through these smaller-sized products, which may appeal to younger buyers trying luxury items in more affordable quantities.

Repeat purchases from Gen Z customers on Myntra have increased by approximately 70 percent this year, emphasizing their growing loyalty to beauty brands. In May 2026 alone, the platform attracted nearly 500,000 new beauty shoppers, signaling significant market expansion.

Despite this growth, India’s per-capita spending on beauty remains relatively low. According to estimates cited in the report from Redseer, average beauty expenditure per person in India is around $15, compared to $38 in China and $383 in the United States. The overall Indian beauty market is forecasted to nearly double in value, rising from an estimated $23 billion to $40 billion in the coming years.

This surge is part of a broader trend where younger consumers, especially those outside major metropolitan areas, are influencing retail and lifestyle sectors by embracing new beauty routines and international trends. The data from Myntra underscores how digital platforms enable access to diverse products and brands, fueling demand and shaping the future of the beauty industry in India.