AI driven skincare brand NXTFACE has announced Indian cricketer Jemimah Rodrigues as its national brand ambassador, marking a strategic push to deepen its connection with younger consumers. The association comes ahead of the upcoming Women’s Premier League season, a period when interest in women’s cricket and athlete led endorsements tends to peak.
NXTFACE positions itself at the intersection of technology and personal care, using artificial intelligence to recommend skincare routines tailored to individual needs. By bringing Rodrigues on board, the brand is leaning into authenticity rather than aspiration alone. Known for her candid personality and outspoken views on confidence and self belief, Rodrigues has built a following that extends beyond cricket fans, especially among Gen Z audiences.
According to the company, the partnership will be rolled out through an integrated marketing campaign spanning digital platforms, social media and on ground activations. The messaging will centre on self acceptance and personal transformation, themes that align closely with both the athlete’s public image and the brand’s philosophy. Rather than promising instant perfection, the campaign aims to encourage users to understand and care for their skin on their own terms.
For NXTFACE, the timing is deliberate. The Women’s Premier League has emerged as a powerful cultural moment, offering brands a chance to associate with ambition, discipline and modern Indian womanhood. Associating with a young, high performing sportsperson allows the brand to stay culturally relevant while standing apart in a crowded skincare market.
Rodrigues, who has often spoken about navigating pressure and expectations in professional sport, said the collaboration felt natural because it focused on confidence rather than correction. Her involvement is expected to bring relatability and credibility to the brand’s conversations around skin health.
As competition intensifies in the beauty and personal care space, endorsements alone are no longer enough. With this partnership, NXTFACE is betting that technology backed personalisation and a familiar, grounded face can help it cut through the noise and build lasting trust with India’s next generation of consumers.
