26 September 2025, Mumbai
Nykaa has added global icon Deepika Padukone as its new Brand Ambassador, marking one of the most significant celebrity collaborations for the platform to date.
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The partnership is positioned as much more than a typical celebrity endorsement; it's a strategic alignment built on shared values of self-care, authenticity, and inclusive beauty.
The central theme of the collaboration is self-care and self-expression. The brand emphasizes, beauty should be a personal ritual woven intWhy did Nykaa choose Deepika Padukone as its ambassador? Learn how her authenticity and advocacy align with their inclusive beauty vision.o everyday life - not just for big occasions.
Padukone states, beauty for her has always been about the everyday rituals and practicing them with consistency.
Padukone's debut campaign as the ambassador is fronted by the line: ‘Sirf bahar jaane ke liye kaun tayar hota hai? Tum hi ho, Nykaa!’ (Who gets ready just to go out? You are the reason, Nykaa!), encouraging women to prioritize their own self-love and rituals.
Padukone will be the face of Nykaa for its most iconic and high-profile moments and initiatives, including the annual Pink Friday Sale, the Nykaa land event, the Nykaa Best in Beauty Awards and major festive and seasonal campaigns
Anchit Nayar, CEO, Nykaa Beauty, highlights, Padukone's background as an actress, entrepreneur, and mental health advocate (through The Live Love Laugh Foundation) perfectly aligns with their vision to transform beauty to be more inclusive, accessible, and meaningful in India and globally.
Her authenticity and ability to inspire across generations will strengthen their mission to build a beauty ecosystem where ‘commerce, culture, and community converge, he notes.
This partnership is designed to appeal to Nykaa's vast, loyal customer base by reinforcing the idea that beauty is personal and empowering.
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