Nykaa is placing Gen Z at the centre of its next chapter with ‘Be The Face of Nykaa’, a new initiative that gives young beauty enthusiasts an opportunity to move beyond being consumers and become active participants in the brand.
The initiative invites 18–26-year-olds across India to submit their GRWMs (Get Ready With Me videos) for a chance to become one of three Faces of Nykaa.
The selected participants will not simply serve as brand ambassadors. Instead, Nykaa says they will get an opportunity to experience the company from the inside, create content, participate in campaigns and experiences, and contribute to shaping what the brand creates next.
The initiative comes at a time when Gen Z is playing an increasingly influential role in shaping beauty trends and culture.
Rather than positioning the generation solely as an audience for its campaigns, Nykaa’s latest initiative aims to give young consumers a more active role in the brand ecosystem.
What begins with a GRWM submission could translate into a year-long Nykaa experience, including an internship at the company, participation in brand campaigns and content, and access to Nykaa’s extensive beauty portfolio.
The three selected Faces will also have the opportunity to feature across Nykaa’s platforms and retail ecosystem, alongside some of the brand’s established faces, including Deepika Padukone.
The initiative is therefore designed to offer participants a behind-the-scenes view of how one of India’s leading beauty brands develops its campaigns, content and consumer experiences.
Unlike a conventional ambassador programme, ‘Be The Face of Nykaa’ is structured around participation and creation.
The three winners will spend an entire year experiencing the Nykaa ecosystem, with an internship at the company and opportunities to contribute to its content, campaigns and experiences.
For the selected beauty enthusiasts, the experience will also extend to Nykaa’s product ecosystem.
The three Faces will receive access to makeup, skincare and haircare products from Nykaa’s 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.
This combination of professional exposure, content creation and access to the beauty ecosystem gives the initiative a broader proposition than a traditional influencer or ambassador programme.
Nykaa is also taking the initiative beyond digital platforms with college pop-ups across Mumbai and Delhi. The offline activations will give students an opportunity to participate in the campaign and experience what it means to become a Face of Nykaa.
The move adds a physical dimension to a campaign that begins with user-generated content, allowing Nykaa to engage directly with its young target audience in spaces where Gen Z already spends time.
The campaign’s GRWM-led format also fits naturally into the beauty content ecosystem, where tutorials, routines, product recommendations and personal styles have become an important part of how young consumers engage with beauty.
Applications for ‘Be The Face of Nykaa’ are open until October 15, 2026.
With the initiative, Nykaa is giving three young beauty enthusiasts an opportunity to step inside the brand they engage with as consumers and become part of its content, campaigns and experiences.
FAQs
- What is Nykaa’s ‘Be The Face of Nykaa’ campaign?
‘Be The Face of Nykaa’ is a new Nykaa initiative inviting 18–26-year-old beauty enthusiasts across India to submit their GRWMs for a chance to become one of three Faces of Nykaa. - Who can apply for ‘Be The Face of Nykaa’?
The initiative is open to 18–26-year-olds across India who want to participate in the Nykaa experience. - What will the winners of ‘Be The Face of Nykaa’ receive?
The three winners will get a year-long Nykaa experience, including an internship, opportunities to participate in campaigns and content, access to beauty products, personalised consultations with beauty professionals, and invitations to Nykaa events and experiences. - When is the last date to enter the Nykaa ‘Be The Face of Nykaa’ campaign?
Entries for the initiative are open until October 15, 2026. - How is ‘Be The Face of Nykaa’ different from a typical brand ambassador programme?
Instead of simply representing Nykaa, the three selected participants will have opportunities to create content with the brand, experience its ecosystem from the inside, participate in campaigns and have a say in what Nykaa creates next.
