Nykaa has named the actor Anushka Sen as the face of its Korean beauty category, adding her to the roster of public figures the Indian beauty and lifestyle retailer uses to represent parts of its business. The appointment ties Sen to a section of the company’s platform devoted to Korean skincare and cosmetics, an area Nykaa has built out as interest in the products has grown among shoppers in India. The announcement was reported on September 21, 2026.
Korean beauty, often shortened to K-beauty, has moved from a passing trend to a fixed category on Nykaa over the past few years. The retailer frames the segment around a skin-first approach, with an emphasis on layered routines and the idea that beauty combines care with color cosmetics. The category gathers cleansers, serums, moisturizers and makeup from Korean brands in one place on the site and in the company’s stores, and the retailer has treated it as a distinct area worth its own promotion rather than a shelf within general skincare.
Sen is a young Indian performer with a large following among Gen Z audiences and a wide presence across social media. She has a personal connection to Korean culture and is preparing for her debut in Korean cinema, a move that extends her work beyond Indian productions. Nykaa pointed to that background when it set out the reasoning behind the choice, presenting her interest in Korean entertainment and beauty as a natural fit for the category she will now front.
The appointment continues a pattern at Nykaa of pairing specific categories with recognizable names. Deepika Padukone has served as a brand ambassador for the company, Sharvari has represented the retailer, and Rasha Thadani has fronted Nykaa Cosmetics. Sen joins that group as the dedicated face of the Korean beauty line, a narrower assignment than a company-wide ambassador role and one aimed at a particular set of products and a particular audience.
In explaining the partnership, the company described Sen as representing a generation that has grown up with Korean culture woven into daily life, from K-dramas and music to skincare and beauty rituals. The retailer positioned the arrangement as a way to link that audience with its Korean beauty assortment. No launch campaign details or dated product tie-ins were disclosed alongside the announcement of Sen’s appointment.
