Be!MYN, available on Myntra, is the answer to what a Gen Z beauty brand should look like

Gen Z is the largest population cohort worldwide, making up  25 per cent of the global population. But they are also emerging as the biggest group of beauty consumers, with spending power projected to surpass $12 trillion by 2030. Within the beauty industry in India, this shift has redefined how brands are built. Every emerging Gen Z beauty brandnow mirrors their values: authenticity, transparency, and innovation.

With annual Gen Z beauty spend nearing $158 billion, this generation isn’t just influencing trends, they’re shaping what the future of beauty looks like.

Everything a Gen Z consumer expects from a beauty brand today

Early exposure to social media and the internet makes Gen Z one of the most evolved consumer groups. 

Unlike the previous generations, Gen Z spends time researching ingredients, understanding efficacy, and then investing in what  best suits their skin type and preferences. As a result, every beauty brand, hoping to reach the younger beauty consumer, is now ensuring that it communicates science, backs its claims and is transparent about ingredient sourcing and manufacturing practices. 

Moreover, Gen Z consumers are moving away from conventional beauty stereotypes. They’re seeking beauty brands that embrace inclusivity and diversity. Beauty brands launching with limited  lip colours and foundation shades? That won’t make the cut for a Gen Z beauty consumer any longer. 

How a Gen Z beauty consumer shops is different 

It’s not just the kind of beauty brands that make it to a Gen Z shopper’s radar that have changed, but the way they shop has too. Tech-savvy and spoilt for choice, a Gen Z consumer favours experimentation over brand loyalty. According to Myntra’s findings, the average Gen Z beauty consumer shops at least 2-3 times a month—each order featuring new brands, different products.  

Discovery has also moved from local beauty stores to social media. According to Myntra, viral trends and influencer content on platforms like Instagram and Snapchat are now the primary sources of inspiration for Gen Z beauty shoppers.  

Despite seeking variety, Gen Z consumers remain highly price-sensitive. Approximately 55 per cent prioritise affordability when choosing beauty products, as per a survey conducted by global consumer research platform, Attest. Myntra’s findings echo this: discounts rank as the top trigger for purchase. For this cohort, price is defined by efficacy, ingredients, brand value, durability, and reviews. 

How Be!MYN on Myntra hits the sweet spot

Over the past few years, Myntra, one of India’s leading direct-to-consumer e-commerce marketplaces, has been extensively catering to the changing consumer behaviours of the future generations through various fashion and beauty activations. To deepen its connection with younger audiences, Myntra has got a range of viral beauty brands on board and integrated AI-led tools to create a seamless shopping experience.  

Now, Be!MYN available on Myntra Beauty has taken the next step, as a brand exclusively for Gen Z beauty shoppers. Offering high-performance beauty products that champion inclusivity and self-expression at accessible price points lies at the heart of Be!MYN’s philosophy.

Gen Z consumers are central to Be!MYN’s design and product development: over 28 SKUs across lip, cheek, and complexion products promise long-lasting stay, comfort, and hydration, along with shades developed for Indian skin tones. Each product features vegan and cruelty-free formulations with viral skincare actives like hyaluronic acid and peptides, crafted to suit diverse Indian climates. 

To bring Be!MYN’s idea to life, Myntra collaborated with over 800 Gen Z beauty consumers to identify gaps and develop products that address common pain points. Perhaps, that’s the future of building a beauty brand for Gen Z beauty consumers—giving their voice a platform, and bringing their expectations to reality.