Maybelline teams up with Snapchat to redefine festive beauty in India
Maybelline New York is partnering with Snapchat to introduce MNY Look Studio, an augmented reality beauty experience crafted for Indian consumers during the peak festive season. This collaboration leverages Snapchat’s AR capabilities to offer a virtual makeup try-on, personalized color recommendations based on individual undertones, and easy sharing with friends, all within a platform designed specifically for India.
How the AR-powered platform works
Users can access MNY Look Studio to experiment with four distinct AR makeup styles inspired by India’s celebrated festivals such as Diwali, Navratri, and Durga Puja. The tool analyzes skin undertones to suggest complementary shades and products from Maybelline’s range, helping shoppers discover looks that suit their complexion and mood. The results can be saved, tweaked, and shared with peers, creating a social, interactive shopping experience that resonates with India’s digitally engaged audience.
Personalization meets accessibility
The integration of AR with AI-based color recommendations means users aren’t guessing when selecting products—they receive guided options that align with their skin tone and preferred aesthetics. This approach not only streamlines decision-making during a period when beauty purchases surge but also reinforces Maybelline’s positioning as a brand that embraces technology to enhance self-expression.
A platform tailored for the Indian market
The Look Studio is the result of an in-house Snapchat innovation effort, developed specifically for India. This strategic focus reflects the brand’s understanding of local consumer behavior, where festive occasions drive beauty purchases and social sharing plays a central role in fashion and makeup decisions. By centering the experience around culturally resonant looks, Maybelline and Snapchat aim to deepen engagement with Gen Z and millennial shoppers during a time when demand for makeup experimentation is at its peak.
What’s in the pipeline
Following the initial September launch, additional looks are slated to roll out in October, expanding the library of AR makeup options. The ongoing expansion ensures that users have fresh, festival-ready styles to explore, encouraging repeat visits to the platform and sustained interaction throughout the festive season.
Leadership perspectives
Jessica Rode, General Manager of Maybelline New York India, describes the partnership as a way to reach consumers through engaging technology while keeping cultural relevance at the forefront. She notes Snapchat’s strong presence among India’s Generation Z audience as a critical factor in the collaboration’s potential impact. On Snap’s side, Resh Sidhu, Global Director of Snap AR Developer Marketing and Branded Innovation, highlights the synergy of AR and AI to make beauty more accessible and personalized, signaling a broader push toward practical, consumer-friendly tech in cosmetics.
Why this matters for India’s festive season
India’s festive period is traditionally a time of social gatherings, gifting, and a heightened focus on personal appearance. By situating Maybelline’s product recommendations within an AR experience on a platform already used by millions for daily communication, the brand aims to position itself as the go-to destination for discovery and experimentation. The partnership also opens new pathways for omnichannel engagement, blending the online convenience of AR try-ons with the offline impulse to purchase during in-store or e-commerce festivals.
Looking ahead
As AR-powered shopping becomes more mainstream in India, brands like Maybelline are likely to continue investing in localized, culturally relevant digital experiences. The MNY Look Studio represents a case study in how beauty brands can leverage social platforms to deliver personalized, shareable, and timely makeup looks—driving awareness, trial, and ultimately sales during India’s most important retail moments.
