Looksmaxxing and what counts as essential spending for Gen Z

The Economic Times reports that Myntra business head Sharon Pais sees looksmaxxing blurring the line between essential and discretionary spending for Gen Z shoppers. Gen Z now makes up half of Myntra’s customer base, up from about a quarter a few years ago, while orders and customer numbers have grown more than 30% so far in 2026. Pais also said Myntra is piloting store-linked delivery offering a wider selection of products within 60–90 minutes.