Mumbai, 25 September 2025: When a true beauty icon joins forces with a brand that celebrates every shade, every texture, and every detail of what makes you, you, it becomes a celebration of self-care and self-expression. Nykaa, Indiaʼs favorite beauty and lifestyle destination, proudly welcomes Global Icon Deepika Padukone – actress, entrepreneur, mental health advocate, daughter, sister, wife, mother, and above all, a timeless beauty who has defined beauty on her own terms at every stage of life. Together, they share one simple truth: in a world that pulls women in countless directions, choosing yourself is the most beautiful act of all.
From the very beginning, Nykaa has embraced beauty in all its shades, moods, and forms – because true beauty defies a one-size-fits-all approach. Itʼs deeply personal, constantly evolving, and as unique as the individual who wears it. Over the past decade, Nykaa has grown from a retailer into a movement, democratizing beauty across India and empowering over 45 million consumers with the best of global brands, homegrown heroes, expert education, and immersive experiences to explore their relationship with beauty.
And in Deepika Padukone, Nykaa has found not just a muse, but a mirror.
From her debut as Shanti Priya to her fearless roles in films like Cocktail and Piku, to red carpets from Cannes to the Met Gala – Deepika has redefined Indian beauty on her own terms. But beyond the flash bulbs,her story is rooted in authenticity and Deepika has embraced every chapter with grace and intention. She has never been bound by societyʼs expectations of beauty she has always chosen herself.
Thatʼs what makes this partnership so powerful. Because beauty today is more than makeup – itʼs a personal ritual woven into the small and big moments of everyday life. A moisturizer before the gym. A swipe of lipstick for brunch. A spritz of fragrance before a meeting. A nighttime skincare routine. These arenʼt just habits they are affirmations of self-love, reflections of oneʼs journey, and celebrations of how far youʼve come.
Nykaaʼs and Deepikaʼs message to every woman is simple: you donʼt need an occasion to show up for yourself. Beauty is not about looking a certain way; itʼs about feeling at home in your own skin. And Nykaa will be with you at every step – whether youʼre 17 and picking out your first kajal, or 40 and finding the perfect retinol. Itʼs a brand that grows with you, evolves with you, and empowers you to say: Tum Hi Ho Nykaa.
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. Deepikaʼs 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.ˮ
For Deepika, this partnership reflects 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. Nykaa understands that beauty isnʼt 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.ˮ
As brand ambassador, Deepika will bring her authenticity to Nykaaʼs most iconic beauty moments – from industry-first initiatives like the Pink Friday Sale and Nykaaland, to the Nykaa Best in Beauty Awards, festive campaigns, and beyond. She is not just a face of the brand; she embodies its message: that beauty is yours to define.
So the next time you reach for that lipstick or linger over your skincare ritual, remember – you donʼt need a reason to feel beautiful. You are the reason. As Deepika reminds us with a wink in Nykaaʼs new campaign: “Sirf bahar jaane ke liye kaun tayar hota hai? Tum hi ho, Nykaa.ˮ
