Maybelline New York has appointed actor Kiara Advani as its new brand ambassador for India, marking a strategic shift in the brand’s local communication around individuality and self-expression. The association is positioned as a marketing move that aligns the global cosmetics brand with a celebrity who carries both aspirational and relatable appeal among urban and young consumers.
The announcement places Advani at the centre of upcoming campaigns, digital storytelling, and product-led brand narratives targeted at India’s expanding beauty and personal care market.
The campaign narrative focuses on makeup as identity rather than transformation, a positioning that mirrors current global beauty advertising trends emphasising authenticity and diversity. Advani’s presence is expected to influence integrated brand communication across social media, retail displays, and influencer collaborations. The brand continues to leverage celebrity-led visibility to retain cultural relevance in a highly competitive cosmetics segment where endorsements significantly shape consumer perception and recall.
Commenting on the partnership, Advani said, “Makeup, for me, is a form of self-expression. It shifts with my mood, my mindset, and how I choose to show up. Becoming the face of Maybelline New York feels especially meaningful, as the brand stands to support people all over the world in their quest for self-exploration through the power of makeup. This partnership feels instinctive and I’m excited to be part of a brand that encourages everyone to express themselves authentically and on their own terms.”
The brand’s India communication will draw from its New York heritage while adapting messaging for local consumer behaviour and digital consumption habits. Campaign rollouts are expected to blend influencer marketing, retail activations, and performance-driven digital advertising.
Maya El Aramouni, general manager, Maybelline New York India, said, “As we welcome Kiara to the Maybelline New York family, we look forward to working together to create beauty that feels intuitive, inclusive, and aligned with the way our consumers see themselves today. This is an important moment for the brand in India, where Kiara represents the confident, expressive and ever-curious Maybelline consumer.”
