Nykaa Cosmetics Scores Endorsement Deal With Bollywood Starlet Rasha Thadani

Nykaa Cosmetics is banking on upcoming Bollywood starlet  Rasha Thadani as its latest brand ambassador.

The Indian cosmetics brand known for its trendy, innovative offerings is thrilled to collaborate with the  19-year-old social media influencer and starlet—who recently debuted in Bollywood blockbuster Azaad—to connect with Gen Z consumers nationwide.

Adwaita Nayar, Executive Director, CEO Nykaa Fashion and Head of Owned Brands, stated, “We are absolutely thrilled to welcome Rasha into the Nykaa family. She is everything that embodies the spirit of Gen Z—fearless, unapologetic, and relentlessly true to herself. Her dynamic energy, authentic style, and bold approach to beauty perfectly reflect what Nykaa stands for: empowerment, individuality, and the freedom to express yourself without limits.”

“At Nykaa, we’ve always believed that beauty should be as unique as the person wearing it. With Nykaa Cosmetics’ trend-forward innovations and Rasha’s charisma, we are confident this partnership will empower young consumers to confidently make their own beauty statements.”

Rasha Thadani echoed, “Nykaa has always been my go-to for all things beauty—it’s where I fell in love with experimenting, trying cool looks, and really expressing myself. Collaborating with Nykaa Cosmetics now feels like a total dream!” 

“I think beauty is all about embracing your vibe and owning every version of yourself. What I love about Nykaa is how it celebrates individuality and makes beauty fun and totally fluid—it’s all about exploring and just doing you!”

According to ASN data, Nykaa has invested US$948k in the Indian sponsorship market since Q222, with an average quarterly investment of US$79k during this period.  The brand still has a similar ongoing deal with award winning actor and environmentalist Bhumi Pednekar, and the latest deal with Rasha Thandani would certainly ramp up our Q125 forecast of US$83k.