Swiss Beauty has joined Bigg Boss Season 20 as the special partner in the makeup category. The season's first episode premiered on September 6, 2026, on Colors TV and JioHotstar, with Salman Khan returning as host.

The partnership will see Swiss Beauty have a presence inside the Bigg Boss House, along with a dedicated branded segment and a paid advertising campaign running through the season.

The association comes after the brand's recent entertainment-led collaborations, including its Harry Potter-inspired beauty collection. With Bigg Boss, Swiss Beauty is partnering with a property that has a strong presence in Indian popular culture.

The association runs from September 6 to October 18, 2026, covering the weeks leading up to the festive season and much of the Navratri period. This gives the brand an extended window to build familiarity and recall ahead of Dussehra and Diwali.

Mohit Goyal, co-founder, Swiss Beauty, said, “The strength of Bigg Boss lies in how consistently it stays in conversation. That makes the property particularly relevant for a brand like Swiss Beauty. Having a presence  within the House, supported by a branded segment and our advertising campaign, gives us multiple touchpoints rather than relying on a single communication.”

Shalini Kochhar, assistant vice president, Swiss Beauty, said, “Bigg Boss has a reach and relevance that is difficult to replicate. For Swiss Beauty, coming into the House as Special Partner allows us to take the brand into a completely different kind of consumer conversation. We are not looking at this as a one-off visibility opportunity; the integration across the House, the branded segment and the campaign gives us the chance to stay connected with audiences through the season.”