What’s hotter than a viral trend and faster than a morning coffee run? The answer: new beauty drops on Nykaa. This season, Nykaa has taken its obsession with newness quite literally to the streets. With bold, cheeky outdoor creatives crafted in partnership with Bare Bones Collective, India’s leading beauty and lifestyle destination is making sure no one misses the memo, Nykaa is where beauty gets discovered first.

Whether it’s global icons or cult-favourites, Nykaa has always been the first port of call for every beauty enthusiast looking for the next big thing. And with this campaign, the message is loud and clear: if it’s new, it’s at Nykaa. If you’re driving through Mumbai or Delhi NCR, it’s hard to miss the cheeky one-liners splashed across 60+ hoardings. From “We keep up with the goss. And the gloss.” to “Before a lipstick goes viral, it goes on Nykaa.” the campaign doesn’t just turn heads, it makes you chuckle and reach for the app.

The outdoor blitz also doubles down on what sets Nykaa apart in an increasingly crowded marketplace. While platforms battle over price and delivery, Nykaa leans into what it does best: curating beauty with expertise, trust, and trend-first authority. New drops aren’t just updates – they’re moments of discovery, fandom, and beauty joy.

So the next time you see a splash of Nykaa pink on your morning commute, take it as a reminder: something new is waiting for you on the app.