- Deepika Padukone named Nykaa global brand ambassador, campaign celebrates everyday beauty.
- Campaign ‘Tum Hi Ho Nykaa’ celebrates getting ready for yourself, daily.
- Nykaa highlights inclusivity, 45 million consumers and borderless beauty ambitions.
- Deepika to front Pink Friday, Nykaaland and Best in Beauty initiatives.
On 25 September 2025, Nykaa tapped Deepika Padukone as its global brand ambassador, launching a playful campaign that insists you do not need an occasion to get ready. The film, titled ‘Sirf Bahar Jaane Ke Liye Kaun Tayar Hota Hai? Tum Hi Ho Nykaa’, positions beauty as a daily act of self-care and personal expression.
Nykaa has spent the last decade shifting from a retailer into a cultural platform that reaches millions, and the appointment of Deepika amplifies that position. The brand calls out its reach of roughly 45 million consumers and frames beauty as inclusive and accessible across ages and skin types. This move ties neatly into larger trends where beauty brands lean into routine, community and everyday rituals rather than only high-glam moments.
The new spot leans light and confident, showing moments like a moisturizer before the gym or a lipstick swipe for brunch, and underlines the simple message: you are the reason. Deepika’s public voice around authenticity and daily ritual fits the brief, with the actress noting that beauty for her is about small, consistent practices. Key activations to watch include:
- Pink Friday Sale headlining and campaign tie-ins.
- Nykaaland immersive events featuring the new creative.
- Nykaa Best in Beauty Awards participation and festive campaigns.
These activations suggest the campaign will touch both commerce and content.
Pairing a global cultural figure with a message of everyday self-care helps Nykaa broaden its cultural footprint while keeping product discovery central. The CEO framed the partnership as one that brings commerce, culture and community together, signaling that Nykaa will foreground both reach and relevance across seasonal moments and long-term brand building. Expect campaign films, editorial content, social-first moments and retail activations across Nykaa’s platforms.
Nykaa’s alliance with Deepika Padukone is a clear, campaign-forward play to make beauty feel domestic, joyful and inclusive. Watch the film, explore the campaign edits across Nykaa’s platforms, and shop the featured picks as the new creative rolls out!
