Bangalore, 06 November, 2025 : Empowering young
consumers to embrace every mood, moment, and mode of self-expression, be!MYN,
available on the Myntra Beauty, is a Gen Z-first beauty brand rooted in the
manifesto ‘You don’t owe the world a fixed look’. Powered by what’s trending
and formulated to perform, be!MYN is designed to let young consumers celebrate
the fluidity of self-expression, free from conventional expectations. It
encourages individuals to show up as they are and as they feel – soft one day,
bold the next or somewhere in between.
Based on the philosophy of democratizing beauty for
Gen Z with premium-quality and trend-first products at accessible price-points,
be!MYN is set to cater to the rising beauty aspirations of India’s young,
vibrant audience without compromise. Understanding the need gap in this space,
Myntra Jabong India Pvt. Ltd. (MJIPL), the B2B wholesale entity of Myntra, has
enabled be!MYN to rewrite the rules of beauty, moving away from a single
‘signature look’ to embracing moods that shift every day, even every hour.
be!MYN is born out of this cultural shift, with a core commitment to Indian
skin tones and their unique needs. This commitment is reinforced with the
expertise of India’s manufacturing capabilities in the beauty space to launch a
home-grown brand.
At launch, be!MYN brings styles across 27 SKUs,
spanning a versatile range of trendy yet enduring products in on-point formats,
textures, and shades. The entire line is long-lasting, enriched with hydrating
ingredients like Hyaluronic Acid and Vitamin E and infused with fruit extracts,
and are designed for Indian conditions, ensuring performance and style go
hand-in-hand.
Hero products include:
- Matte
Bullet Lipstick – a smooth, long-stay formula in versatile everyday shades - Long-Stay
Liquid Lipstick – lightweight comfort with bold, transfer-proof color - Intense
colour, High-shine Gloss – gloss with playful shades - All-day
Kajal – smudge-proof and designed for all-day wear in Indian weather
condition
The 12-hour long-stay, 8-hour hydrating lipstick and
the all-day smudge-proof kajal have been developed with insights from 800
Gen Z participants, whose feedback shaped not only the formulations,
ensuring comfort, hydration, and performance, but also the packaging, which
mirrors global trends. The products are dermat-tested and safe-for-skin, vegan
and paraben-free, backed by third-party certifications, ensuring be!Myn
brings the best of both worlds – affordability with uncompromising
quality.
be!MYN reflects the pulse of a generation that is
seeking authenticity, emotional expression, and experimentation. It resonates
with their aspiration to be confident yet effortless, playful yet
sophisticated, budget-conscious yet quality-driven. With high-energy, versatile
and authentic products, be!MYN gives Gen Z the freedom to be fully
themselves – every day, in every mood.
