Nykaa Launches 'Find Your Beautiful' Campaign for Holistic Beauty Experience

Nykaa, the beauty and wellness e-commerce giant, has launched a series of short ad films under its new campaign, 'Find Your Beautiful,' aimed at establishing itself as India’s go-to beauty destination. Heavily promoted during the festive and wedding seasons, the campaign connects with a wide audience and emphasizes that the brand is more than just an online beauty retailer.

Arvind Krishnan, Founder and CEO of Manja, the integrated creative agency behind the campaign, states that the initiative addresses the evolving needs of modern beauty consumers by positioning Nykaa as a holistic beauty destination.

“The beauty market is increasingly complex, with consumers becoming more discerning in their choices. Rather than being just a store for makeup, Nykaa aims to create a space where customers can explore, experiment, and ultimately find their beauty,” says Krishnan.

Everyday Solutions for Everyday Makeup Problems

The campaign's short films focus on common makeup challenges, such as finding waterproof or spill-proof lipstick, positioning the brand as the solution. By addressing these everyday struggles, the campaign strengthens its connection with consumers, showcasing the platform as a place to find answers to specific beauty needs.

Krishnan describes 'Find Your Beautiful' as more than just a tagline; it is an organizing idea that brings together everything Nykaa does. “No matter what your beauty need is, you can find it at Nykaa.”

The Changing Role of Makeup

Nykaa’s campaign arrives at a time when consumers expect more from brands in the beauty space. Makeup has transitioned from being used solely on special occasions to an everyday tool for self-expression, influenced by digital platforms and social media influencers. Recognizing this shift, Nykaa has positioned itself as a beauty community, using taglines like ‘Your Beauty, Our Passion’ and hosting large-scale events like ‘Nykaaland.’

While Nykaa is already a household name, the ‘Find Your Beautiful’ campaign aims to cement the brand’s role as a trusted beauty expert for both existing and new customers. This positioning elevates Nykaa from just a retailer to a curated destination for discovering everything from premium, exclusive brands to everyday beauty essentials.