Maybelline New York has named actor Kiara Advani as its new brand ambassador for India, strengthening the global beauty label’s push to deepen cultural relevance in one of its fastest growing consumer markets. The partnership marks a fresh phase for the brand’s India strategy, with a sharper focus on everyday makeup, youth engagement, and performance-led innovation.
The appointment is timed with the India launch of Maybelline’s latest lip category offering, the Serum Lipstick range. The product is positioned at the intersection of colour and care, featuring a formula infused with hyaluronic acid and a blend of nourishing oils. The company says the range delivers long-wear comfort with visible hydration benefits, addressing rising demand for makeup that combines performance with skin-friendly ingredients. The line is available in 13 shades across satin and matte finishes, developed to suit diverse Indian skin tones.
For Maybelline, the association with Advani supports its strategy to connect with younger, urban consumers who increasingly view makeup as part of daily self-styling rather than occasional use. India remains a priority growth market for L’Oréal owned Maybelline New York, with mass premium cosmetics seeing steady traction across modern trade, e-commerce, and quick commerce channels.
Maya El Aramouni, General Manager for Maybelline New York India, said the collaboration is aimed at building stronger resonance with Indian consumers by pairing global product innovation with a locally relevant face. The brand plans to scale category growth through frequent product drops and wider shade availability across key formats.
Globally, Maybelline New York operates in over 120 countries and remains one of the largest colour cosmetics brands by footprint. Alongside product expansion, the brand continues to invest in social impact initiatives, including mental health awareness through its Brave Together program. In India, the focus remains on driving volume growth in lip, eye, and face categories while expanding digital reach and creator-led engagement.
