{
  "id": 16481373,
  "title": "Gen Z is shaping India’s beauty market: prevention first,and going beyond the metros",
  "url": "https://urgent.news/2026/10/25/gen-z-is-shaping-indias-beauty-market-prevention-first-and-going",
  "topic": "finance",
  "section": "Finance & Markets",
  "published": "2026-10-25T12:40:26.000Z",
  "source": {
    "name": "YourStory",
    "slug": "yourstory",
    "url": "https://yourstory.com/2026/10/gen-z-shaping-indias-beauty-market-prevention-firstand-going-beyond-metros"
  },
  "original_language": "en",
  "account": "Gen Z is transforming India's beauty market, prioritizing prevention and expanding beyond metropolitan areas, according to a new report by Myntra. This generation values self-expression and is driving the category's growth with a 75% higher share of their budget. Skin health comes first for Gen Z, who opt for sun protection year-round and choose products based on ingredients and efficacy. Sunscreen sales among Gen Z have surged 60% year-over-year, and 53% of premium makeup orders now include mini samples. The report, \"Beauty in the Age of Gen Z,\" also highlights the growing influence of creators and K-Beauty, with searches for these products up over 300%. Beyond metros, Tier II and III cities now lead in beauty demand, with cities like Ludhiana, Patna, and Bhopal contributing significantly. Myntra's data reveals that Gen Z's beauty orders are up 1.2X YoY, with repeat purchases growing at a remarkable rate. The report anticipates India's beauty market to expand from $23 billion to $40 billion, with Gen Z shaping this burgeoning industry.",
  "summary": "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 u",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}