Nykaa is placing Gen Z at the centre of its next phase of brand engagement with the launch of ‘Be The Face of Nykaa’, a new initiative inviting young beauty enthusiasts across India to become active participants in the brand’s journey.

Through the initiative, 18–26-year-olds from across the country can submit their GRWM (Get Ready With Me) content for the opportunity to become one of three Faces of Nykaa.

The initiative goes beyond a conventional brand ambassador programme, offering the selected winners an opportunity to experience the Nykaa ecosystem from within. The three Faces of Nykaa will receive a year-long Nykaa experience, including an internship with the company and opportunities to participate in the brand’s content, campaigns and experiences.

As part of the programme, the winners could feature across Nykaa’s digital platforms and retail ecosystem, alongside some of the brand’s prominent faces, including Deepika Padukone. They will also gain a behind-the-scenes understanding of how campaigns, content and brand experiences are developed.

The initiative also offers a range of experiences for beauty enthusiasts. The three winners will receive access to products across Nykaa’s extensive makeup, skincare and haircare portfolio, along with personalised consultations with leading hair, skin and makeup artists. They will also have opportunities to attend Nykaa events and experiences throughout the year.

Taking the initiative beyond the digital space, Nykaa will host pop-ups at colleges across Mumbai and Delhi, giving students an opportunity to participate, engage with the brand and experience the campaign first-hand.

With ‘Be The Face of Nykaa’, the brand is creating an opportunity for young beauty enthusiasts to move beyond simply representing a brand and instead participate in its content, experiences and creative journey.

The initiative reflects Nykaa’s focus on engaging with a generation that is increasingly influencing beauty trends, shaping conversations and redefining how brands connect with their audiences.

For aspiring beauty creators and enthusiasts, a simple GRWM could therefore become the beginning of a much larger opportunity with Nykaa.