Myntra Beauty has launched 'Beauty Made Personal', a multi-film brand campaign, marking Alia Bhatt's first film since her appointment as Myntra Beauty's brand ambassador. The campaign brings together three films that address how shoppers discover beauty on platforms today; from skincare personalisation and product authenticity to the adoption of global trends like K-Beauty.
Myntra's beauty portfolio is growing consistently ahead of the overall online beauty market, driven by rising interest in ingredient-led routines, preventive skincare, and adoption of global trend formats. A large share of Myntra Beauty shoppers are Gen Z, and more than half of the platform’s demand comes from Tier 2 and Tier 3 markets. The category spans over 4,500+ brands and 1.75 lakh+ SKUs.
The campaign reflects Myntra's focus on converting interest into confident purchase behaviour by enhancing discovery experience through personalisation, curation, and scale. Each film showcases a relatable moment of confusion in a shopper's beauty journey, resolved by Myntra Beauty to bring this to life. Alia Bhatt features across all three films as a familiar, reassuring presence, introducing platform features and shifting the tone from overwhelm to clarity.
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."
