Maybelline New York has appointed Bollywood star Kiara Advani as its brand ambassador in India, marking the partnership with the launch of its Serum Lipstick. Infused with Hyaluronic Acid and nourishing oils, the collection offers 13 shades designed to flatter Indian skin tones, reflecting beauty that is expressive and inclusive.
In a move that underscores its commitment to connecting with India’s dynamic beauty consumers, Maybelline New York has announced Kiara Advani as its new brand ambassador. The celebrated actor, known for her versatility and modern appeal, will represent the brand’s ethos of self-expression and individuality. The announcement coincides with the launch of Maybelline’s latest innovation—the Serum Lipstick—headlined by Advani herself.
For Kiara, the association is more than a professional milestone; it is deeply personal. “Makeup, for me, is a form of self-expression. It shifts with my mood, my mindset, and how I choose to show up. Becoming the face of Maybelline New York feels especially meaningful, as the brand stands to support people all over the world in their quest for self-exploration through the power of makeup,” she said. Her words reflect the growing cultural shift in India, where beauty is increasingly seen not as conformity but as a canvas for individuality.
Advani further emphasised the instinctive nature of the partnership, noting, “This partnership feels instinctive, and I’m excited to be part of a brand that encourages everyone to express themselves authentically and on their own terms.” Her alignment with Maybelline’s global philosophy of inclusivity and empowerment makes her a natural fit for the brand’s Indian audience, which is diverse, aspirational, and constantly redefining beauty standards.
Maya El Aramouni, general manager of Maybelline New York India, highlighted the significance of the collaboration. “As we welcome Kiara to the Maybelline New York family, we look forward to working together to create beauty that feels intuitive, inclusive, and aligned with the way our consumers see themselves today. This is an important moment for the brand in India, where Kiara represents the confident, expressive and ever-curious Maybelline consumer.” Her statement underscores the brand’s strategy of blending global innovation with local resonance, ensuring that its products and campaigns reflect the aspirations of Indian consumers.
The launch of the Maybelline Serum Lipstick marks a bold step in this direction. Positioned as a fusion of high-performance colour and deep care, the lipstick is infused with Hyaluronic Acid and a nourishing oil blend, delivering what the brand describes as “8-hour plumping moisture.” This innovation responds to the growing demand for products that do not compromise between aesthetics and wellness, offering hydration alongside vibrant shades.
The collection, available in thirteen shades across Satin and Matte finishes, has been curated to complement Indian skin tones. From everyday neutrals to bold statement hues, the range reflects the diversity of beauty preferences in India. The campaign is headlined by Kiara Advani in the striking matte shade ‘Wildcard,’ a choice that symbolises confidence and individuality. By placing Advani at the forefront of this launch, Maybelline signals its intent to resonate with a generation of consumers who view makeup as both playful and empowering.
The Serum Lipstick also reflects broader trends in the beauty industry, where skincare-infused makeup is gaining traction. Consumers today expect products that multitask—delivering not just colour but also nourishment, protection, and long-lasting wear. Maybelline’s innovation taps into this demand, positioning itself as a brand that listens to its audience and evolves with their needs.
Kiara’s association with Maybelline is likely to strengthen the brand’s visibility in India’s competitive beauty market. Her popularity across demographics, from young urban professionals to cinema enthusiasts, ensures that the brand’s message of authenticity and self-expression reaches a wide audience. Moreover, her persona—confident yet relatable—aligns with Maybelline’s positioning as a brand that champions individuality without alienating mainstream consumers.
The partnership also reflects the increasing importance of celebrity endorsements in shaping consumer perceptions in India’s beauty industry. While global brands bring innovation and scale, local ambassadors provide relatability and cultural context. By choosing Kiara Advani, Maybelline has tapped into a figure who embodies both glamour and groundedness, making her an ideal bridge between international trends and Indian sensibilities.
As the Serum Lipstick hits shelves, the collaboration between Maybelline and Kiara Advani is poised to redefine how Indian consumers engage with makeup. It is not just about shades and finishes, but about a philosophy that celebrates self-expression, inclusivity, and care. For Maybelline, this moment is more than a product launch—it is a statement of intent, signalling its commitment to being a brand that evolves with its consumers.
In a market where beauty is increasingly intertwined with identity, Maybelline’s partnership with Kiara Advani and the launch of its Serum Lipstick stand as a testament to the power of makeup as a medium of self-discovery. It is a reminder that beauty, at its best, is not about perfection but about authenticity—and that every shade tells a story.
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