Nykaa appoints Deepika Padukone as brand ambassador

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Beauty and lifestyle platform Nykaa has announced actor Deepika Padukone as its new brand ambassador, aligning with its mission to position beauty as inclusive, borderless, and self-defined.

Anchit Nayar, Executive Director & CEO of Nykaa Beauty, said the collaboration reflects Nykaa’s ambition to converge commerce, culture, and community. “Deepika’s authenticity and versatility complement our vision to lead the transformation of beauty in India and beyond,” he noted. Her influence across generations, he added, strengthens Nykaa’s goal of empowering millions to own their unique journeys.

For Padukone, the partnership underscores her personal belief that beauty lies in everyday rituals. “It has never been about the spotlight alone. Beauty is about consistency and the little moments in between — and nobody understands this better than Nykaa,” she said.

As brand ambassador, Padukone will headline marquee initiatives such as the Pink Friday Sale, Nykaaland experiential festival, the Nykaa Best in Beauty Awards, and festive campaigns. She is positioned not just as a face of the brand but as a representation of its core message: beauty is yours to define.

The move comes as Nykaa sharpens its marketing playbook in a highly competitive market. By associating with a global cultural icon, the platform signals its intent to drive greater resonance across digital-first consumers while reinforcing leadership in India’s growing beauty ecosystem.