If there’s one place where something new in beauty is always turning up, it’s Nykaa. With New At Nykaa, the brand brings together the latest launches, viral must-haves and the products everyone’s talking about giving shoppers a place to discover what’s just landed. Bringing this idea to life is Nykaa’s latest campaign featuring Rakhi Sawant, built around the thought “If It’s New, It’s on Nykaa.” The film turns the excitement of finding the latest beauty arrivals into a playful heist, with Rakhi finding herself right in the middle of the action.
The story follows a Nykaa intern who sneaks into the warehouse to get a first look at the latest products. Her secret mission takes an unexpected turn when she discovers Rakhi is already there, getting her hands on the newest beauty launches. Before long, what starts as a quick trip to check out the new arrivals turns into an all-out beauty heist.
At the heart of the campaign film is New At Nykaa, which brings together launches across makeup, skincare, haircare, fragrance and more. From new products hitting the shelves to the latest launches from brands shoppers already know and love, it is a space built around the ever-changing world of beauty.
The campaign plays on a familiar beauty obsession: the thrill of finding something new first. And with Rakhi at the centre of the action, that excitement takes a mischievous turn. Because when the latest beauty launches are all under one roof, a quick look can very easily turn into “I’ll just take this one”… and then another.
