Sharvari Becomes New Brand Icon of Nykaa After Janhvi Kapoor; Says ‘Beauty is About Self-Expression’

In a significant move that’s already creating waves in the beauty and fashion industry, Sharvari Wagh, the rising Bollywood star known for her charm, elegance, and modern appeal, has officially been announced as the new brand icon of Nykaa, replacing the ever-glamorous Janhvi Kapoor. This strategic collaboration marks a fresh chapter in Nykaa’s journey, blending youthful energy, authenticity, and a bold new narrative in beauty that celebrates self-expression.

The announcement came through a glamorous unveiling, backed by a stunning digital campaign featuring Sharvari in her most radiant avatar yet. While Janhvi Kapoor’s tenure as the face of Nykaa was known for traditional glamour and high-octane appeal, Sharvari brings with her a different vibe—relatable yet aspirational, confident yet grounded, and above all, authentic.

A New Era of Beauty with Sharvari

Sharvari’s appointment as Nykaa’s brand ambassador is not just a celebrity endorsement—it’s a statement. Nykaa has always been a trailblazer in defining and redefining beauty norms in India. By choosing Sharvari, the brand signals a transition toward inclusivity, real beauty, and inner confidence.

In her official statement, Sharvari said,

“Beauty, to me, is about self-expression. It’s not about hiding who you are, but rather showcasing your truest self. Nykaa has always celebrated individuality, and that’s what makes this partnership so exciting for me.”

Her words resonate deeply with Nykaa’s core philosophy: empowering every individual to feel confident in their own skin. Whether it’s a bold lipstick, a natural nude palette, or a no-makeup makeup look, Sharvari champions the message that beauty isn’t about transformation—it’s about enhancement.

From Rising Star to Beauty Icon

Sharvari Wagh’s journey in Bollywood is the perfect tale of hard work, natural talent, and authenticity. From her impressive debut in Bunty Aur Babli 2 to more recent critically acclaimed projects, she has showcased not just acting prowess but a keen sense of style and individuality.

Her natural, glowing skin, minimalistic beauty looks, and ability to carry both traditional and modern ensembles with ease have made her a favorite among Gen Z and millennials. Her social media handles are filled with beauty routines, fashion-forward outfits, and skincare rituals that resonate with young audiences. It’s no surprise that Nykaa saw in her the perfect brand icon for their next phase.

Filling the Shoes of Janhvi Kapoor

Taking over from Janhvi Kapoor, who has been the face of Nykaa since 2021, is no small feat. Janhvi brought in the glamour, grace, and mainstream Bollywood sparkle that helped Nykaa cement its image as a premium, celeb-backed brand.

However, with Sharvari, Nykaa seems to be steering toward a more everyday beauty narrative—one that’s accessible, relatable, and encouraging of self-love. This move aligns with broader industry trends, where beauty is no longer about perfection but about self-care, individuality, and diversity.

Sharvari herself acknowledged Janhvi’s contributions, saying,

“Janhvi has been a stunning ambassador and has taken the brand to great heights. I hope to continue that journey and add my flavor to it—one that embraces natural beauty and expressive styling.”

Nykaa’s Strategy: Connecting with the Modern Indian Woman

Nykaa’s choice reflects its evolving target audience. What began as an online platform for makeup enthusiasts is now a powerhouse beauty conglomerate with a pan-India offline presence and a stake in multiple verticals, including skincare, wellness, and fashion through Nykaa Fashion.

With Sharvari onboard, Nykaa is deepening its appeal to the next generation of consumers—urban, social media-savvy, experimental, and highly conscious about identity, sustainability, and authenticity.

The new campaign featuring Sharvari is a vibrant mix of digital-first storytelling, behind-the-scenes snippets, and ‘get ready with me’ (GRWM) videos—formats that are particularly effective on platforms like Instagram and YouTube Shorts.

Campaign Highlights

The debut campaign featuring Sharvari is titled “You Do You”, reinforcing the idea of personalized beauty. It highlights Nykaa’s wide range of products suitable for all skin tones, types, and moods.

In the video teasers and imagery, Sharvari is seen experimenting with bold eyeshadows, subtle blush, and dewy highlighters, transitioning effortlessly from day to night looks. The campaign avoids the stereotypical “flawless beauty” trope and instead promotes playfulness, creativity, and fun with beauty.

The aesthetics are vibrant, youthful, and urban, set in everyday settings rather than glamorous studios, making it more real and engaging.

Reactions from the Industry

The announcement has been well-received across social media and the fashion industry. Influencers, makeup artists, and fans took to platforms like Instagram and X (formerly Twitter) to praise Nykaa’s choice.

Prominent makeup artist Namrata Soni commented,

“Sharvari is a breath of fresh air. She embodies modern Indian beauty—versatile, confident, and fearless. A fantastic choice for a brand like Nykaa.”

Fashion critic Megha Bajaj tweeted:

“With Sharvari as its new face, Nykaa gets realer, younger, and more relatable. Smart move.”

The general sentiment indicates that this partnership could signal a paradigm shift in how Indian beauty brands engage with youth and authenticity.

What This Means for Sharvari

For Sharvari, this endorsement is more than just another brand deal—it’s a milestone that cements her status as a youth icon and beauty trendsetter.

Brand endorsements of this scale are often reserved for top-tier Bollywood actresses. That Sharvari has landed this role early in her career points to her growing appeal and perceived potential as the face of the new India—modern, mindful, and dynamic.

It also opens doors for more brand collaborations in the fashion, skincare, and luxury sectors.

The Future of Nykaa’s Brand Identity

With Sharvari at the forefront, Nykaa is expected to explore more campaigns that focus on mental health, self-confidence, skin positivity, and gender-fluid beauty. There is speculation that future initiatives might include:

• Sustainable Beauty Campaigns

• Inclusivity Drives with models of varied skin tones and sizes

• Regional Language Campaigns to connect with Tier 2 & 3 audiences

• Male & Gender-Neutral Product Launches

Sharvari’s relatable tone and digital presence make her the perfect torchbearer for such narratives.

Conclusion

Sharvari’s appointment as Nykaa’s new brand icon marks a progressive, refreshing turn in the Indian beauty landscape. Moving away from airbrushed perfection to real stories and self-expression, Nykaa’s new chapter with Sharvari is all about empowering every individual to find beauty in being themselves.

As Sharvari rightly sums it up:

“Beauty should never be about fitting in. It should be about standing out—by being unapologetically you.”

With a face like hers leading the charge, Nykaa’s message is loud and clear: The future of beauty is personal, expressive, and real.