India’s leading beauty and lifestyle retailer Nykaa has officially announced Bollywood icon Deepika Padukone as its new global brand ambassador, marking a strategic move to deepen its emotional resonance with consumers across India and beyond.

The collaboration kicks off with a bold new campaign titled “Sirf bahar jaane ke liye kaun tayar hota hai? Tum hi ho, Nykaa”, which celebrates everyday beauty rituals and self-care as acts of personal empowerment—not just preparation for public appearances. Padukone appears in a playful, relatable avatar, reinforcing Nykaa’s message that beauty begins with self-love and consistency.

Padukone’s global appeal and luxury brand affiliations (Cartier, Louis Vuitton) align with Nykaa’s premium positioning. Her philosophy—“Beauty for me has never been about the spotlight alone”—mirrors Nykaa’s evolving narrative around authenticity and inner confidence.

The partnership spans Nykaa’s sales campaigns, Nykaaland events, festive activations, and awards platforms, positioning Padukone as the face of a new era in Indian beauty retail.