Bollywood actress Deepika Padukone has been announced as the new global brand ambassador for Nykaa, India's leading beauty and lifestyle retailer. This partnership signifies a major collaboration for Nykaa, aligning with the brand's vision of celebrating beauty in every form.
Nykaa, which has grown from an e-commerce platform to a household name in the last decade, serves over 45 million customers and offers a wide array of global and homegrown brands. The company sees Padukone as a face that embodies its principles of authenticity and individuality.
Anchit Nayar, Executive Director and CEO of Nykaa Beauty, stated that Padukone's authenticity and versatility perfectly complement their vision to lead the transformation of beauty in India and beyond. He added that her ability to inspire across generations strengthens their mission to build a beauty ecosystem where commerce, culture, and community converge, empowering millions to own their unique journeys.
Padukone, known for her roles in films like "Cocktail," "Piku," and "Chennai Express," and her collaborations with international luxury brands such as Louis Vuitton and Cartier, embodies the values that Nykaa seeks to represent: authenticity, self-expression, and timeless beauty. She has also been a brand ambassador for Adidas, Levi's and Bisleri.
Padukone expressed that beauty, for her, has always been about everyday rituals practiced with consistency, and that Nykaa understands this. She added that together, they are committed to inspiring millions to define beauty on their own terms.
As Nykaa's global ambassador, Padukone will be featured in the brand's flagship campaigns and initiatives, including the Pink Friday Sale, Nykaaland, and the Nykaa Best in Beauty Awards. She will also represent Nykaa across content and experiences designed to celebrate beauty as a form of self-expression in everyday life.
Nykaa's message, together with Padukone, is that you don't need an occasion to show up for yourself. Beauty is about feeling at home in your own skin, and Nykaa aims to be with you every step of the way, whether you're 17 or 40.
Padukone's partnership with Nykaa begins with a campaign titled “Sirf Bahar Jaane Ke Liye Kaun Tayar Hota Hai? Tum Hi Ho Nykaa!”. This campaign reinforces the idea that the best reason to get ready is for yourself, and sees beauty as an everyday form of self-expression.
The collaboration has been well-received, with many praising it as a "super se upar wala upgrade". Nykaa views Padukone not just as a muse, but as a mirror, highlighting her authenticity and the way she has redefined Indian beauty on her own terms.
