Stories
Gen Z Drives 78 Percent Surge in Men's Skincare Orders on Myntra
- •Men's skincare orders surged by 78 percent, with Gen Z leading the growth and male shoppers becoming the primary decision-makers for their personal care choices.
- •A new Myntra beauty report reveals that Gen Z accounts for 60 percent of the platform's beauty shoppers and spends 75 percent more of their wallet on beauty than millennials.
- •Half of Myntra's Gen Z beauty shoppers and international demand originate from Tier 2 and Tier 3 cities like Ludhiana, Patna, Bhopal, and Guwahati.
- •Gen Z prioritizes transparency and ingredient-led derma beauty, showing massive demand for components like snail mucin, ceramides, and azelaic acid, alongside a 200 percent growth in K-beauty.
- •Myntra is adapting to this trend by expanding its SKUs, integrating user-generated content directly with product shelves through Glamstream, and offering detailed ingredient explainers.
Key Questions Answered
Men's skincare orders on Myntra increased by 78 per cent, with Gen Z primarily driving this surge. Additionally, men's perfume orders experienced a 50 per cent growth as men increasingly become the primary decision-makers for their personal grooming choices.
Gen Z shoppers heavily prioritize ingredient transparency and back their own judgment over established brand labels or traditional marketing surrogates. Ingredients like snail mucin, ceramides, and azelaic acid feature prominently on their watchlists, fueling a 75 per cent growth in ingredient-led derma beauty.
Half of Myntra's Gen Z beauty shoppers and international beauty demand originate from Tier 2 and Tier 3 cities. Ludhiana, Patna, Bhopal, and Guwahati lead this list, with shoppers purchasing diverse baskets containing serums, toners, sunscreens, and hair masks.
