In a move that epitomizes the cross-pollination of lifestyle categories, Nykaa Cosmetics has teamed up with Naagin Hot Sauce to create a product that is as fiery as it is glamorous. The collaboration introduces the Nykaa × Naagin Hot Sauce Plumping Gloss, a high-shine lip gloss infused with a distinctive spicy tingle inspired by Naagin’s signature sauces. 

The launch campaign stars Urvashi Dholakia, revisiting her iconic “teekhi” persona from Indian television. With punchy one-liners and glossy close-ups, the film positions the gloss as a symbol of boldness, drama, and unapologetic self-expression. Dholakia’s presence bridges nostalgia with contemporary beauty, reminding audiences that today’s women are “so bold, so fiery” that they embody spice themselves. 

Product Innovation 

– Plumping Effect: The gloss delivers an instant volumizing sensation, enhanced by the spicy tingle. 

– Universal Tint: A flattering red shade designed to suit all skin tones. 

– Lightweight Formula: Non-sticky, smooth application for all-day wear. 

– Sensory Appeal: it smells like hot sauce straight from the Naagin kitchen.

– Packaging: Each gloss purchase comes with a free chili charm

Strategic Significance 

This collaboration is more than a quirky crossover—it reflects Nykaa’s strategy of cultural relevance and virality: 

– Cross-category storytelling: By merging food and beauty, Nykaa taps into India’s love for spice while amplifying its brand personality. 

– Pop culture leverage: Featuring Urvashi Dholakia ensures instant recognition and emotional resonance with audiences who grew up with her iconic “teekhi zubaan.” 

– Trend alignment: Globally, beauty brands are experimenting with sensorial products. Nykaa’s gloss situates India firmly within this trend. 

“Innovation sits at the heart of everything we do at Naagin. We’ve spent years perfecting heat for the palate, so translating that sensory experience into beauty felt like a bold, meaningful cross-industry initiative. Nykaa Cosmetics, with their deep expertise in beauty innovation, brought our signature spicy touch into an entirely new world. The result is a product that is fun, functional, and full of personality,” said Arjun Rastogi, co-founder of Naagin.