Nykaa has named Bollywood actress Deepika Padukone as its new brand ambassador.
“The actress, entrepreneur, mental health advocate, daughter, sister, wife, mother, and above all, is a timeless beauty who has defined beauty on her own terms at every stage of life,” the company said in a statement. “In Deepika Padukone, Nykaa has found not just a muse, but a mirror.”
Founded in 2012, Nykaa said it has embraced beauty in every shade, mood, and form. The platform described beauty as personal, evolving, and unique to each individual.
Anchit Nayar, Executive Director & CEO, Nykaa Beauty, said, “We are proud to welcome Deepika Padukone to the Nykaa family. As a global cultural icon, her authenticity and versatility perfectly complement our vision to lead the transformation of beauty in India and beyond.”
“Deepika’s ability to inspire across generations strengthens our mission to build a beauty ecosystem where commerce, culture, and community converge, empowering millions to own their unique journeys. Together, we are committed to making beauty truly borderless, inclusive, accessible, and celebrated by all,” she added.
For Padukone, the association is aligned with her personal views. “Beauty for me has never been about the spotlight alone – it has always been about the everyday rituals and practicing them with consistency. And nobody understands this better than Nykaa,” she said.
She added, “Nykaa understands that beauty isn’t just for the big occasions but also for the moments in between. Together we are committed to inspire millions to define beauty on their own terms.”
Over the past decade, Nykaa has grown from a retailer into a movement. The company says it has democratised beauty across India, reaching more than 45 million consumers. Its offerings include global brands, homegrown labels, expert education, and immersive experiences.
Nykaa and Padukone’s joint message is clear: “You don’t need an occasion to show up for yourself. Beauty is not about looking a certain way; it’s about feeling at home in your own skin.”