Empowering young consumers to embrace every mood, moment, and mode of self-expression, be!MYN, available on 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 democratising beauty for Gen Z with premium-quality, 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. It will enable them 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 such as Hyaluronic Acid and Vitamin E and infused with fruit extracts, and is 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 colour
• Intense colour, High-shine Gloss – gloss with playful shades
• All-day Kajal – smudge-proof and designed for all-day wear in Indian weather conditions

The 12-hour long-stay, eight-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 label claims that its products are dermat-tested and safe-for-skin, vegan and paraben-free, backed by third-party certifications, promising to bring the best of both worlds, affordability with 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, and 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.