At-home beauty and wellness platform Yes Madam has rolled out a new celebrity-led digital campaign featuring actor Huma Qureshi, introducing an interactive in-app game titled ‘Beauty With Brains’. The initiative marks a shift from traditional service-focused communication in the home salon category to a more engaging, education-led approach.

At the heart of the campaign is a gamified skincare experience that blends learning with rewards. Designed to test users’ skincare knowledge, the game offers instant incentives-cash discounts for correct answers and a free Korean waxing service for users who successfully answer ten questions. Through this format, Yes Madam positions skincare awareness as both fun and rewarding.

The campaign film features Huma Qureshi in a light-hearted, interrogation-style setup alongside Akanksha Vishnoi, co-founder of Yes Madam. In the video, Qureshi quizzes Vishnoi with skincare-related questions as part of the game, humorously attempting to unlock the free reward herself. The exchange highlights the simplicity of the gameplay and reinforces the idea that skincare knowledge doesn’t have to be complicated or intimidating.

Accessible directly via the Yes Madam app, ‘Beauty With Brains’ encourages users to actively participate rather than passively consume content-making learning an integral part of the brand experience.

Commenting on the campaign, Akanksha Vishnoi said the initiative reflects a broader definition of beauty-one rooted in awareness, confidence, and informed choices. She added that collaborating with Huma Qureshi felt natural, given the actor’s strong association with intelligence, authenticity, and individuality.

With this campaign, Yes Madam strengthens its digital-first strategy while carving a distinctive, interactive space in the competitive beauty and wellness market.