Gen Z Drives Surge in India's Beauty and Personal Care Spending

25 Oct 2026, 6:10 pm · 2h ago · 1 min read · YourStoryNew

India's beauty and personal care market is being reshaped by Gen Z consumers who prioritize skincare and ingredient transparency over brand prestige, according to Myntra's 'Beauty in the Age of Gen Z' report. Gen Z allocates a 75% higher share of wallet to the category compared to other cohorts, with per-customer spend rising 1.2X year-on-year. Half of these buyers reside in Tier II and III cities. Sun protection purchases grew 60% YoY, while 53% of luxe makeup orders included minis as India's overall beauty market heads toward an estimated $40 billion valuation.