Nykaa’s ‘Be The Face of Nykaa’ initiative invites Gen Z beauty enthusiasts to submit GRWM videos
CE DESK 
Nykaa has launched ‘Be The Face of Nykaa’, a new initiative inviting young beauty enthusiasts across India to actively participate in shaping the brand’s journey rather than simply consuming its content. The campaign is designed to spotlight Gen Z voices and give them a genuine stake in Nykaa’s storytelling.
As part of the initiative, participants are invited to submit their own Get Ready With Me (GRWM) videos, a format that has become one of the most popular ways younger audiences share beauty routines and personal style online. Selected entrants stand a chance to win opportunities such as internships with the brand and appearances in Nykaa’s own campaigns, giving everyday creators a genuine platform rather than a one-off feature.
The move builds on Nykaa’s broader Gen Z-focused strategy over the past year, during which the brand has invested in creator communities, campus activations, festival presence and platform partnerships. According to the brand, these efforts were aimed at meeting Gen Z audiences where they already spend time, whether on campus, at concerts, on social media or within trusted creator circles.
By framing the initiative as an invitation to “co-create the brand’s future,” Nykaa is signalling a shift from traditional influencer marketing toward more participatory brand-building. Instead of only working with established creators, the campaign opens the door for anyone with a genuine beauty routine and a compelling voice to become part of Nykaa’s official campaigns.
This approach reflects a growing recognition among beauty brands that Gen Z consumers respond more strongly to authenticity and relatability than to polished celebrity endorsements alone. Positioning consumers as collaborators rather than mere customers also helps Nykaa build a stronger emotional connection with an audience that increasingly shapes cultural trends rather than just following them.
With ‘Be The Face of Nykaa’, the platform continues to position itself not just as a beauty retailer, but as a space where young consumers can find visibility, opportunity and a genuine sense of belonging within the brand’s evolving identity.
