Alia Bhatt becomes new face of Myntra, says 'For me, fashion and beauty are about confidence'

Indian fashion ecommerce platform Myntra has announced actor Alia Bhatt as the new face of its Myntra and Myntra Beauty. Myntra said Alia's association reinforces its position as a go-to destination for fashion and beauty in India.

The partnership begins with a campaign tied to the launch of Myntra Beauty’s “Glow Up Days” event, aimed at offering a wide range of beauty products at accessible prices.

The campaign film uses humour to depict familiar habits among beauty enthusiasts, such as stretching the last drops of expensive skincare or foundation products.

The company said the campaign reflects its broader goal of making quality beauty products more accessible, as fashion and beauty increasingly serve as forms of self-expression for a new generation of Indian consumers.

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.”