Nykaa has rolled out “Be The Face of Nykaa,” a campaign built entirely around Gen Z beauty enthusiasts aged 18 to 26. The ask is simple: submit a GRWM (Get Ready With Me) video for a shot at becoming one of three official Faces of Nykaa.
Link: https://www.instagram.com/reel/DcIaB9dhA-r/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
The prize is a full year embedded with the brand. Winners get an internship at Nykaa, plus regular appearances across its content, campaigns, and brand experiences. That’s on top of access to Nykaa’s massive catalogue of 1,800+ beauty brands, one-on-one time with hair, skin, and makeup experts, and invites to Nykaa’s events throughout the year.
There’s also a bigger visibility play here – the selected Faces could show up across Nykaa’s digital and retail platforms, standing shoulder to shoulder with the brand’s existing ambassadors and campaign faces. For a Gen Z audience, that’s a meaningful jump from “content creator” to “brand face,” without needing an existing celebrity status to get there.
To widen the funnel, Nykaa is taking the campaign offline too, setting up pop-ups at colleges in Mumbai and Delhi where students can enter directly on campus – a smart move to meet Gen Z where they already are, rather than relying purely on digital submissions.
Entries stay open until October 15, 2026, giving hopefuls about two months to put together their GRWM pitch and make their case.
The move fits a broader pattern of beauty brands turning to real, relatable creators instead of only traditional celebrity ambassadors – betting that authenticity converts better than polish.
