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The association brings together one of India’s
leading fashion and beauty destinations and an actor with strong
cross-generational appeal, deepening how consumers discover and engage with
fashion and beauty on Myntra.
Bengaluru,
9th April, 2026 : Myntra today announced global icon and
acclaimed actor, Alia Bhatt as the new face of Myntra and Myntra Beauty. Known
for her broad cultural reach and strong connection with younger audiences,
Alia’s association reinforces Myntra’s position as a go-to destination for
fashion and beauty in India.
Alia’s
first campaign with Myntra marks the launch of Myntra Beauty’s Glow Up Days
event, which will bring the best of beauty to customers at great value. Her
debut beauty film leads with relatable humour. Set against the backdrop of the
Myntra Beauty Glow Up Days event, the film captures a familiar experience every
beauty enthusiast knows, the reluctance to finish that last drop of serum, or
the ritual of coaxing out every bit of an expensive foundation. The film
reflects Myntra Beauty’s core promise: making quality beauty accessible to all.
As
fashion and beauty continue to become meaningful expressions of identity for a
new generation of Indian consumers, the association aligns with Myntra’s
strategic focus on deepening engagement with its existing customer base while
reaching new audiences across metros and emerging markets.
Alia’s
ability to balance aspiration with everyday relatability makes her the perfect
fit for a platform focused on access, discovery, and authenticity. She also
brings a strong appeal across demographics, with particular resonance among Gen
Z and millennial audiences
Speaking
on the association, Alia Bhatt said “For
me, fashion and beauty have always been about confidence and expressing who you
are, authentically. What I truly admire about Myntra is how intuitively it
brings together brands, trends, and technology to make shopping feel seamless
and inspiring. And what better way to kick things off than with a campaign that
speaks to something every beauty lover feels – you shouldn’t have to ration
your favourite products! This was such a fun way to launch this journey. I am
genuinely excited to be part of what Myntra is building in Indian fashion and
beauty retail.”
Adding
to this, Sunder Balasubramanian, Chief Marketing Officer, Myntra said
“At Myntra, we’ve always been driven by the commitment to make the best of
fashion and beauty discoverable and accessible to every Indian consumer. Alia’s
ability to connect across generations and geographies makes her a natural
extension of that intent. Her first campaign with us for Myntra Beauty brings
this to life in a way that’s fun, sharp, and deeply relatable. We’re deeply
excited about this partnership and what it holds in the future.”
Myntra
continues to evolve how consumers discover and engage with fashion and beauty,
backed by a robust brand ecosystem, personalized discovery, and an increasingly
experience-led approach to retail.
About
Myntra
Myntra is one of India’s leading destinations for fashion, beauty, and
lifestyle, offering a curated collection of popular brands across categories.
With a focus on discovery, personalization, and convenience, Myntra serves
millions of customers nationwide through its app-first ecosystem. Its
industry-leading technology, fashion-forward insights, and creator-led content
make it the preferred platform for Gen Z and millennial shoppers. Myntra
continues to shape how India discovers and experiences style, with beauty
emerging as one of its fastest-growing segments.
