Myntra has appointed Alia Bhatt as brand ambassador to strengthen its beauty business, sharpen appeal among younger online shoppers and compete more strongly in India’s beauty market, which is projected to reach $40 billion by 2030.
Myntra is increasing its focus on India’s beauty and personal care market with the appointment of Alia Bhatt as brand ambassador. The move supports the platform’s larger push into a category that is seeing strong online growth, driven by young and digital-first consumers. The partnership is aimed at strengthening brand recall in a market where competition is increasing from players such as Nykaa and other emerging platforms.
Why This Move Matters
India’s beauty and personal care market is growing immensely. It is likely to nearly double to $40 billion by 2030.
Growth is being driven by:
- Young online consumers
- Higher beauty experimentation
- Social media influence
- Faster adoption across metros and emerging cities
- Rising digital commerce
Myntra’s move places beauty alongside fashion as a core part of self-expression for younger shoppers. The company is using a celebrity-led strategy to deepen relevance with this audience.
Alia Bhatt’s Role in the Beauty Push
Alia Bhatt will represent both Myntra’s main platform and its dedicated beauty business. Her first campaign will be all about the Myntra Beauty’s Glow Up Days event.
The debut film uses humour around a familiar beauty habit: stretching the last bit of serum or foundation before repurchasing. This narrative supports the platform’s core message of making beauty products more accessible and value-driven.
The Larger Business Play
The appointment is also a strategic move to expand engagement beyond existing fashion shoppers.
- Myntra is looking to:
- Increase beauty category visibility
- Improve cross-category shopping
- Reach new users in Tier I and Tier II markets
- Strengthen retention through beauty-led events
The beauty push signals how major e-commerce platforms are building stronger positions in India’s fast-growing BPC ecosystem.
From the Leadership Desk
Alia Bhatt said “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.”
