India’s largest beauty retailer, Nykaa has announced global icon Deepika Padukone as its brand ambassador. Padukone, who has become a multifaceted personality, being an actor, entrepreneur, and mental health advocate, stands for redefining beauty on her own terms at every phase of life. Together, she and the women-led brand Nykaa share the same truth: “in a world that pulls women in countless directions, choosing yourself is the most beautiful act of all,” says the brand’s official press statement.
Commenting on the big announcement, 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.”
For Deepika, this partnership is a reflection of her personal truth: “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. It 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.”
In Nykaa’s new campaign video out on Instagram, Padukone tells viewers that choosing yourself is reason enough to get ready. “Sirf bahar jaane ke liye kaun tayar hota hai? Khud ke liye taiyyar ho,” she says it with sass.
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Padukone has captured the imagination of people with her debut in the movie ‘Om Shanti Om’. She further rose to fame with films like ‘Cocktail’, ‘Love Aaj kal’, ‘Piku’, ‘Fast and Furious’ and ‘Ramleela’ alongside red carpet appearances at Cannes and Met Gala. However, beyond the glamour world, her story is rooted in simplicity, authenticity and intention where she has never been bound by societal expectations of beauty.
As Nykaa’s brand ambassador, Padukone will lend her signature authenticity to the brand’s most defining beauty milestones — from pioneering initiatives like the Pink Friday Sale and Nykaaland to the prestigious Nykaa Best in Beauty Awards, festive campaigns, and more. More than a face of the brand, Padukone personifies its ethos: that beauty is personal, individual, and yours to define.