Men’s Skincare Orders Jump 78% as Gen Z Reshapes India’s Beauty Market

Men’s skincare orders on Myntra rose 78% year on year, highlighting how younger Indian consumers are changing the country’s beauty and personal-care market. According to the e-commerce platform’s Beauty in the Age of Gen Z report, the increase is being driven largely by Generation Z shoppers, who are becoming more interested in skincare, grooming, fragrances and products designed around specific ingredients. The findings cover consumer trends from August 2025 to August 2026.

The growth is part of a broader move towards more deliberate beauty shopping. Rather than relying entirely on large product collections or marketing-led trends, younger consumers are showing interest in targeted routines, daily sun protection, treatment-focused haircare and formulations that address particular needs. Myntra also reported a 200% year-on-year increase in Korean beauty demand and a 50% increase in men’s perfume orders. Together, the figures point to new opportunities for beauty brands, online retailers and companies targeting younger consumers in India’s expanding personal-care market.

Key Takeaways

• Men’s skincare: Orders on Myntra increased 78% year on year, led by Gen Z.
• Gen Z influence: The generation accounts for 60% of Myntra’s beauty shoppers.
• Korean beauty: Demand for K-beauty products rose 200% year on year.
• Fragrances: Men’s perfume orders increased 50%.
• Haircare: Hair-mask demand grew 110%, while conditioner demand rose 59%.
• Smaller cities: Half of Myntra’s Gen Z beauty shoppers are from Tier 2 and Tier 3 cities.
• Retail opportunity: Brands are responding with ingredient-led products, accessible premium formats and faster delivery.

Why Men’s Skincare Orders Are Growing

Men’s skincare has traditionally occupied a smaller space in mainstream beauty marketing than products aimed at women. That is changing as grooming becomes more visible in everyday conversations about personal care, appearance and wellness.

Social media has helped introduce younger consumers to skincare routines, product reviews and ingredients. Video creators demonstrate how products are used, compare formulations and discuss concerns such as dryness, acne, uneven skin tone and sun exposure. This makes it easier for first-time buyers to discover products and compare options before making a purchase.

The change is also visible in the range of products being sold. Men’s grooming is no longer limited to shaving products, deodorants and basic cleansers. Skincare, moisturisers, sunscreens, serums and specialised grooming products are becoming part of the category.

Myntra’s reported 78% growth in men’s skincare orders provides a measurable example of this change on one major retail platform. It does not establish that men’s skincare sales across India have increased by the same percentage, but it signals a growing commercial opportunity for brands serving this audience.

Gen Z is changing the customer base

Gen Z is particularly important because younger consumers often discover products online and use social platforms to research beauty routines. They can encounter new brands through creator videos, peer recommendations, product comparisons and ingredient-focused content.

According to Myntra, Gen Z accounts for 60% of its beauty shoppers. The company’s report also found that this generation spends 1.2 times as much on beauty as the average customer on the platform.

These figures suggest that beauty is becoming a more significant category for younger online shoppers. However, spending patterns can vary by income, city, product type and individual preferences. Not every Gen Z consumer follows a skincare routine, and the platform’s findings should not be treated as representative of every young Indian buyer.

Minimalist Skincare Routines Gain Attention

Another emerging trend is a preference for simpler, more targeted skincare routines. Consumers may be moving away from buying numerous products simply because they are popular and instead choosing a smaller number of items that address their needs.

A basic routine might include a cleanser, moisturiser and sunscreen. Depending on a person’s skin and concerns, additional products may be useful, but a longer routine is not automatically more effective.

This approach can appeal to younger consumers who want to understand what they are applying to their skin without spending excessively on products they may not need. It can also make skincare easier to maintain consistently.

Ingredient-led shopping supports the same trend. Consumers increasingly look for information about ingredients and formulations before deciding whether a product suits their needs. Brands have responded by highlighting active ingredients, fragrance-free options, lightweight textures and products designed for specific concerns.

For businesses, this creates an opportunity to explain product benefits more clearly. Instead of relying exclusively on aspirational marketing, companies can focus on formulation, suitability, price and how products fit into an everyday routine.

However, minimalist skincare should not be confused with abandoning essential care. Sunscreen, for example, remains an important part of protecting skin from ultraviolet radiation. The most suitable routine depends on individual needs rather than a trend or a fixed number of products.

Korean Beauty and Ingredient-Focused Products Expand

Korean beauty, often called K-beauty, is another major growth area identified by Myntra. The platform reported that demand for Korean beauty products increased 200% year on year, while searches for the category rose by more than 300%.

K-beauty products are associated with a broad range of formulations, including moisturisers, sunscreens, serums, masks and products designed around particular skin concerns. Their popularity has been supported by online discovery, social media and interest in different approaches to skincare.

Myntra said it carried more than 90 Korean beauty brands and over 1,000 stock-keeping units in the category. The platform has continued expanding its selection, reflecting demand for both established international names and newer products.

The growth also illustrates how consumers can use online marketplaces to discover brands that may not have extensive physical retail distribution in every city.

For Indian retailers, international beauty is only one part of the opportunity. Domestic brands can compete by offering products tailored to local consumer preferences, different price points and specific skincare needs.

Ingredient-led shopping changes brand marketing

Consumers are increasingly researching ingredients such as panthenol, azelaic acid, Centella asiatica and peptides. Interest in these ingredients can help shoppers understand product positioning, although an ingredient’s presence alone does not guarantee a product will deliver a particular result.

This creates a challenge for brands: they must explain formulations accurately without overstating benefits. Clear product information, realistic claims and guidance on use can help build trust among customers who research purchases closely.

The trend may also favour products that make premium skincare more accessible. Smaller product formats allow consumers to try a new brand without immediately committing to a full-size product, while straightforward routines can help reduce unnecessary purchases.

Sunscreen Is Becoming an Everyday Product

Sun protection is another category gaining traction among younger shoppers. Myntra’s report identified increased interest in spray sunscreens, ingredient-led sun protection and tinted formulations.

The platform reported that searches for spray sunscreens increased 80% year on year among Gen Z shoppers. Searches for ingredient-led SPF products rose 70%, while tinted sunscreen searches increased 60% and multi-use SPF searches grew 40%.

These figures indicate growing interest in different sunscreen formats rather than a single standard product. Some consumers may prefer lightweight formulations, while others look for products that combine sun protection with moisturising or cosmetic benefits.

The move towards year-round sun protection could create opportunities for brands across several price segments. It also highlights the importance of clear labelling and appropriate product use, since consumers need to understand a sunscreen’s protection level and how to apply it correctly.

For retailers, sunscreen can also encourage repeat purchases because it is a product that needs to be replenished. Brands that combine suitable formulations with clear information may be better positioned to build lasting customer relationships.

Haircare Is Becoming More Treatment-Focused

The growth in beauty shopping is extending beyond skincare. Myntra reported that hair-mask demand increased 110% year on year, compared with 59% growth for conditioners.

Searches for scalp serums rose 50%, while dry-shampoo searches increased 68%. Demand for hair appliances also grew 55%, according to the report.

These changes suggest that some consumers are treating haircare as a more specialised part of personal care. Rather than purchasing only shampoo and conditioner, shoppers are exploring products intended for particular hair or scalp concerns.

This can benefit brands selling masks, serums, styling tools and other specialised products. It can also encourage consumers to compare formulations and routines more closely.

However, product suitability varies. More products do not necessarily mean better results, and consumers should choose haircare based on their needs rather than assuming that every trending treatment is necessary.

Smaller Cities Are Becoming Important Beauty Markets

The growth in online beauty shopping is not limited to India’s largest metropolitan areas. Myntra reported that half of its Gen Z beauty shoppers come from Tier 2 and Tier 3 cities.

Cities including Ludhiana, Patna, Bhopal and Indore were among those identified as contributing to growth. The platform also reported that these cities account for half of its international beauty demand.

Online retail can help shoppers discover products that may have limited availability in local stores. Product reviews, creator content and digital payment options can make it easier to compare brands and purchase specialised items.

The trend also creates opportunities for domestic beauty businesses. Myntra said it hosted around 700 pure-play direct-to-consumer beauty brands and 3,000 emerging D2C names. Its D2C beauty segment grew 68% so far in fiscal 2026, while Gen Z shoppers were 25% more likely to try an indigenous or D2C brand.

For smaller brands, these channels can provide access to customers beyond their original markets. For retailers, they can expand product selection and encourage shoppers to return for new launches.

Quick Commerce Changes How Beauty Products Are Bought

The way consumers receive beauty products is also evolving. Myntra’s M-Now service offers around 600 beauty brands, including international labels, with delivery in as little as nine minutes in supported locations.

Faster delivery can make it easier for shoppers to replenish everyday products without planning a purchase in advance. It may also encourage experimentation with products that customers discover online.

Myntra has said beauty accounts for roughly one in five units ordered on its platform and is growing at twice the rate of the online beauty market, according to its report.

For retailers, quick commerce creates both an opportunity and an operational challenge. They must maintain the right inventory close to customers while managing fulfilment costs and product availability.

The model may be especially useful for replenishment purchases, but it does not necessarily replace the more considered research that can accompany premium skincare or specialised products.

The Bigger Picture

The 78% rise in men’s skincare orders reflects a wider transformation in India’s beauty and personal-care market. Gen Z is contributing to demand for skincare, fragrances, sun protection and specialised haircare, while online platforms help connect consumers with domestic and international brands. The growth in smaller cities suggests that the opportunity extends beyond traditional metropolitan markets.

For beauty companies, the next challenge is turning discovery into repeat purchases through suitable products, transparent claims and accessible pricing. For retailers, the opportunity lies in combining wider product selection with useful information and reliable delivery. Myntra’s figures provide a snapshot of these changes on its platform, rather than a definitive measure of the entire Indian market.

Looking Ahead

Men’s skincare, K-beauty and treatment-focused haircare are likely to remain important areas for brands competing for younger online shoppers. Businesses will be watching whether the reported growth translates into sustained repeat purchases and whether demand continues to spread across smaller cities. Product suitability, customer trust and price will remain important alongside social-media visibility.

The broader direction is clear: beauty shopping is becoming more specialised, more digitally influenced and more accessible through online retail. Yet brands will need to distinguish lasting consumer preferences from short-lived trends. Companies that provide relevant products and credible information may be better positioned to build long-term relationships with Gen Z and the next generation of beauty shoppers.

Frequently Asked Questions

1. Why have men’s skincare orders risen 78%?

Myntra attributes the growth largely to Gen Z shoppers and changing grooming preferences. The increase reflects orders on the platform, not the entire Indian skincare market.

2. What is Gen Z’s role in India’s beauty market?

Gen Z accounts for 60% of Myntra’s beauty shoppers, according to its report. Younger consumers are contributing to demand for skincare, fragrances, K-beauty and specialised haircare.

3. What does minimalist skincare mean?

It generally means using a smaller number of products chosen for specific needs rather than following a lengthy routine. A simple routine may include cleanser, moisturiser and sunscreen, with additional products depending on individual requirements.

4. How quickly is Korean beauty growing on Myntra?

Myntra reported a 200% year-on-year increase in K-beauty demand and a rise of more than 300% in searches for the category.

5. Are smaller cities contributing to beauty sales growth?

Yes. Myntra said half of its Gen Z beauty shoppers are from Tier 2 and Tier 3 cities, highlighting the importance of markets beyond India’s largest metropolitan areas.

6. What does the trend mean for beauty brands?

It creates opportunities in men’s skincare, ingredient-led formulations, sunscreen, specialised haircare and accessible premium products. Brands will still need to offer suitable products, credible information and competitive pricing to retain customers.