Alia Bhatt joins Myntra as brand ambassador, fronts Myntra Beauty’s Glow Up Days campaign

Alia Bhatt has been appointed as the brand ambassador for Myntra and its beauty vertical, Myntra Beauty. Marking the beginning of this association, Bhatt features in a campaign launching Myntra Beauty’s ‘Glow Up Days’ event.

The partnership brings together Bhatt’s wide appeal and Myntra’s focus on making fashion and beauty more accessible and engaging for consumers. Known for her ability to balance aspiration with relatability, Bhatt connects strongly with Gen Z and millennial audiences, aligning with Myntra’s positioning around discovery, authenticity, and seamless shopping experiences.

Commenting on the collaboration, Bhatt said that fashion and beauty, for her, are rooted in confidence and self-expression. She added that she admires how Myntra combines brands, trends, and technology to create an intuitive shopping journey, and described the ‘Glow Up Days’ campaign as a fun and fitting start to the partnership.

Sunder Balasubramanian, Chief Marketing Officer at Myntra, noted that the association reflects the brand’s ongoing commitment to making fashion and beauty more discoverable and accessible across India. He added that Bhatt’s cross-generational appeal makes her a natural fit, with the campaign bringing alive a tone that is engaging, sharp, and relatable.

The move comes as Myntra continues to strengthen its experience-led approach to retail, leveraging a strong brand ecosystem and personalised discovery to deepen consumer engagement.