Myntra rolls out ‘Beauty Made Personal’ campaign featuring Alia Bhatt

Myntra Beauty has launched its latest brand campaign, ‘Beauty Made Personal’, marking the first film appearance of Alia Bhatt since her appointment as the platform’s brand ambassador.

The multi-film campaign comprises three films that spotlight how consumers discover and navigate beauty products today—focusing on skincare personalisation, product authenticity, and the growing popularity of K-Beauty trends.

Each film captures a relatable moment of confusion in a shopper’s beauty journey, from understanding ingredients to choosing the right routine. These moments are resolved through Myntra Beauty’s platform features, positioning the brand as a guide that simplifies discovery. Bhatt appears across all three films as a familiar and reassuring presence, helping users transition from overwhelm to clarity.

Commenting on the campaign, Neha Gulati, Senior Director – Brand Marketing at Myntra, said that beauty discovery is increasingly becoming intent-led, with consumers seeking clarity and confidence while navigating routines and trends. She added that the campaign reflects Myntra Beauty’s focus on simplifying this journey through strong selection and technology-driven discovery.

Bhatt noted that while beauty has become more personal, it can also feel overwhelming due to the abundance of trends and information. She said the campaign authentically captures these moments while showing how discovery can be made easier and more intuitive.

The third film in the series focuses on K-Beauty, portraying a shopper navigating its complex, multi-step routines. Using visual exaggeration to depict this complexity, the film transitions into a simplified browsing experience on Myntra. Bhatt guides the protagonist through a curated selection, highlighting how the platform makes globally popular yet locally unfamiliar beauty routines more accessible for Indian consumers.