Myntra has launched ‘Beauty Made Personal’, a multi-film campaign under its beauty vertical Myntra Beauty, featuring Alia Bhatt. The campaign marks Bhatt’s first appearance since being appointed as the brand ambassador for Myntra Beauty and focuses on simplifying the beauty discovery journey across skincare, makeup and emerging global trends.
The campaign is structured as a three-film narrative, each addressing a distinct consumer challenge in the beauty category. These include skincare personalisation and routine-building, concerns around product authenticity, and the complexity of adopting global trends such as K-Beauty. Each film positions Myntra Beauty as a solution-led platform designed to reduce friction in decision-making.
Myntra Beauty is positioned as a fast-growing segment within the broader e-commerce ecosystem, driven by rising demand for ingredient-led skincare, preventive routines and global beauty formats. The platform reports strong engagement from Gen Z consumers, with more than half of demand originating from Tier 2 and Tier 3 markets. Its catalogue spans over 4,500 brands and 1.75 lakh SKUs, reflecting both scale and depth of assortment.
The campaign focuses on converting consumer interest into confident purchase behaviour by using personalisation, curation and technology-led discovery. Each film depicts a relatable moment of uncertainty in the consumer journey, which is resolved through Myntra Beauty’s in-app tools and curated recommendations. Alia Bhatt appears across all three films as a guiding presence, helping transition the narrative from confusion to clarity.
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."
Bhatt said, "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."
Film 1 focuses on skincare discovery, showing a consumer overwhelmed by conflicting information around ingredients and routines. The narrative introduces Myntra’s in-app quiz as a tool for personalised recommendations, simplifying routine-building and reducing trial-and-error behaviour.
Film 2 addresses authenticity concerns in beauty shopping, particularly when exploring new or unfamiliar brands. It highlights Myntra Beauty’s direct-to-brand sourcing model, reinforcing trust and product credibility as key purchase drivers in the category.
Film 3, focused on K-Beauty, explores the complexity of global skincare routines and their adoption in the Indian market. It positions Myntra Beauty as a curator that simplifies layered routines through structured discovery and guided browsing.
The campaign reflects a broader industry trend where beauty platforms are increasingly investing in experience-led communication rather than product-led messaging. By combining storytelling with in-app functionality, Myntra Beauty aims to strengthen its positioning as a discovery-first platform.
Overall, ‘Beauty Made Personal’ reinforces the role of personalisation and trust in shaping beauty commerce, while highlighting how digital platforms are using celebrity-led narratives to simplify increasingly complex consumer journeys.
