Myntra Beauty has launched a brand campaign ‘Beauty Made Personal’, featuring Alia Bhatt in her first campaign since being appointed as the platform’s brand ambassador. The campaign consists of three films that focus on key aspects of online beauty shopping, including personalisation, product authenticity and access to global trends such as K beauty.
The campaign is aligned with the continued growth of Myntra’s beauty category, which is expanding ahead of the overall online beauty market. This growth is driven by rising interest in ingredient focused routines, preventive skincare and international beauty formats. A large share of Myntra Beauty users are from Gen Z, with more than half of the demand coming from Tier 2 and Tier 3 markets. The category currently includes over 4,500 brands and more than 1.75 lakh SKUs.
The campaign aims to enhance the discovery experience by addressing common uncertainties in beauty shopping. Each film presents a relatable user scenario and highlights platform features such as personalisation tools, curated selections and direct brand sourcing as solutions. Across the films, Alia Bhatt serves as a guiding presence, demonstrating how the journey can shift from confusion to more informed and confident purchase decisions.
The first film centres on skincare discovery and personalisation. It shows a user navigating multiple product options and information sources, leading to confusion in building a routine. The narrative introduces Myntra’s in app quiz feature, which provides personalised skincare recommendations and simplifies the selection process.
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The second film addresses product authenticity and trust. It highlights concerns around identifying genuine products, particularly when exploring new or unfamiliar brands. The film presents Myntra Beauty’s direct to brand sourcing approach as a mechanism to ensure product authenticity and reliability.
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The third film focuses on the adoption of K beauty. It captures the complexity associated with multi step routines and unfamiliar product formats. The narrative transitions to Myntra’s curated selection, positioning the platform as a way to make global beauty trends more accessible and easier to navigate.
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Speaking about the campaign, Neha Gulati, Senior Director – Brand Marketing, Myntra, said: “Beauty discovery today is becoming more intent-led, with shoppers seeking greater clarity and confidence as they navigate routines, ingredients, and evolving trends. With Beauty Made Personal, we are bringing alive Myntra Beauty’s focus on simplifying this journey through strong selection and technology-driven discovery experiences. Alia’s cultural relevance and relatability make her a compelling voice for the campaign, helping us connect meaningfully with a new generation of beauty consumers.”
Actor Alia Bhatt added, “Today, beauty feels more personal than ever, but it can also feel overwhelming with so many trends, ingredients, and routines to keep up with. What I love about this campaign is how authentically it reflects those moments of confusion, while also showing that discovery doesn’t have to be complicated. Myntra Beauty makes it easier to explore what works for you and build routines with confidence.”
