Fashion and beauty in India have never moved faster. Trends that once took seasons to travel from runway to retail now land in real time, and consumers: younger, more informed, and more discerning than ever; expect the platforms they shop on to keep pace.
Few have kept pace quite like Myntra. Over the years, the platform has grown from a fashion destination into one of India’s most visited spaces for style and beauty, with beauty now emerging as one of its fastest-growing segments.And as Myntra steps into its next chapter, it has found the face to go with it – Alia Bhatt. The platform has announced the actor as the brand ambassador for both Myntra and Myntra Beauty, a pairing that feels as natural as it does.
Alia has spent years building an audience that stretches across age groups, cities, and sensibilities which is aspirational without being distant, familiar without being predictable. That balance is rare, and Myntra clearly knows it.Her first campaign with the platform arrives just in time for Myntra Beauty’s Glow Up Days, an event designed to bring quality beauty products to customers at accessible prices. The ad-film she leads is warm and funny, anchored in something every beauty lover will recognise immediately: the reluctance to finish a favourite product.
The tilting of the serum bottle. The last scrape of a foundation compact. It is a small, specific truth, and the campaign uses it to make a larger point, that you should never have to ration the things you love.The actor feels enthusiastic about where this is headed. “For me, fashion and beauty have always been about confidence and expressing who you are, authentically. What I truly admire about Myntra is how intuitively it brings together brands, trends, and technology to make shopping feel seamless and inspiring. And what better way to kick things off than with a campaign that speaks to something every beauty lover feels – you shouldn’t have to ration your favourite products! This was such a fun way to launch this journey. I am genuinely excited to be part of what Myntra is building in Indian fashion and beauty retail,” she reflects.The sentiment, it turns out, is mutual. For Myntra, the calculus is simple: find someone who understands the consumer as well as the platform does and be accessible, real, and forward-looking.Myntra’s CMO Sunder Balasubramanian sees the partnership as a natural continuation of what the platform has always stood for. “At Myntra, we have always been driven by the commitment to make the best of fashion and beauty discoverable and accessible to every Indian consumer. Alia’s ability to connect across generations and geographies makes her a natural extension of that intent. Her first campaign with us for Myntra Beauty brings this to life in a way that’s fun, sharp, and deeply relatable. We’re deeply excited about this partnership and what it holds in the future,” he said.Myntra continues to deepen how consumers discover and engage with fashion and beauty, through personalised discovery, a wide brand ecosystem, and an approach to retail that is increasingly experience-led. Disclaimer: This article has been produced on behalf of Myntra by Times Internet’s Spotlight team.
