Kiara Advani Steps In As Maybelline New York Ambassador; Calls New Serum Lipstick Her Staple

Popular beauty brand Maybelline New York has named Kiara Advani as its new brand ambassador for India. The appointment, announced yesterday, places the actress at the forefront of the brand's effort centred around individuality, ease, and self-expression.

The new serum lipstick focuses on moisture and comfort.
Photo Credit: www.maybelline.com

Kiara has always been known as a polished yet relatable personality, who is high-fashion yet grounded in everyday social-media fluency. It is this quality, a blend of aspirational presence and easy resonance, that Maybelline appears to be tapping into. The brand described her as “effortlessly modern”, positioning her as a natural extension of its identity as a beauty label shaped by the cultural mix and fast pace of New York.

In her statement, Kiara said, "Makeup, for me, is a form of self-expression. It shifts with my mood, my mindset, and how I choose to show up. Becoming the face of Maybelline New York feels especially meaningful, as the brand stands to support people all over the world in their quest for self-exploration through the power of makeup. 

Also Read: Mars Vs Maybelline: A 5 Point Full Face Breakdown On A Budget

"This partnership feels instinctive, and I'm excited to be part of a brand that encourages everyone to express themselves authentically and on their own terms," she added.

Maybelline New York's India leadership echoed this sentiment. Maya El Aramouni, General Manager for India, said, "As we welcome Kiara to the Maybelline New York family, we look forward to working together to create beauty that feels intuitive, inclusive, and aligned with the way our consumers see themselves today. This is an important moment for the brand in India, where Kiara represents the confident, expressive and ever-curious Maybelline consumer."

Alongside the announcement, the brand also introduced its newest product, the Maybelline Serum Lipstick, signalling that Kiara's association is being launched with a strong product push. The lipstick, which incorporates skincare elements such as Hyaluronic Acid and a multi-oil blend, aligns with a noticeable trend in the market: hybrid beauty formulations, colour combined with care, have begun to dominate consumer interest.

Making It Official On Instagram

This relationship between ambassador and product had a seal-the-deal moment on social media, offering the first glimpse of how the collaboration might unfold in the public eye.

Minutes after the official announcement, Kiara shared the news on Instagram with the caption: “Stepping into a new era with @maybelline_ind as their brand ambassador. So honoured to join a brand that celebrates self-expression, individuality and the power of endless possibilities. The new Maybelline Serum Lipstick is already a staple and Wildcard has become my signature shade.”

View this post on Instagram

A post shared by KIARA (@kiaraaliaadvani)

Her Staple Choice: Wildcard

Wildcard is described as a mid-tone red in a matte finish - a colour that typically falls into the category of reds designed to be bold without leaning too dramatic. It is the kind of shade that transitions easily between daytime wear and more statement-led evening looks, which may explain why it works effectively as a “signature” choice. As with many Maybelline lipstick releases, the shade is engineered to flatter a wide range of undertones, something the brand has repeatedly emphasised in its India-specific launches.

Online Availability Of Maybelline Serum Lipstick

Nine Serum Lipstick shades are currently available on Myntra, including the matte and satin variants designed for different preferences and skin tones.

Matte Shades

• Wild Card - mid-tone red
• Avenue A - deep chocolate brown
• Open Late - mid-tone reddish pink
• 'Scuse Me - mid-tone caramel
• Maybe It's… - mid-tone terracotta
• Hold The Door - mid-tone mauve

Satin Shades

• Maybe It's… Intense - deep burgundy rose
• Speed Walk - deep espresso red-brown
• Make It Work - mid-tone brick red

While the ambassador announcement provides the news peg, the product itself offers the feature thread,  a look into why this specific lipstick is being positioned at the centre of Maybelline's new chapter.

Maybelline Serum Lipstick: A Closer Look

The new Maybelline New York Serum Lipstick collection includes matte and satin finishes.
Photo Credit: https://www.maybelline.com

1. Emphasis On Hydration

The standout characteristic of this lipstick is its attempt to merge traditional bullet application with skincare-style hydration. With Hyaluronic Acid and a blend of nourishing oils at its core, the formula is designed to offer up to eight hours of moisture. In practical terms, it aims to minimise the dryness or tightness associated with long-wear lipsticks, providing colour that remains comfortable through the day, especially for those with naturally dry lips.

2. Lightweight Formula

The formula focuses on delivering a weightless feel rather than a heavy or waxy layer on the lips. This makes it suitable for extended wear, particularly in humid Indian weather conditions. The no-feathering claim is significant, as many richly pigmented lipsticks tend to blur or bleed around the edges when worn for long periods. This product's texture aims to stay put while maintaining a smooth, non-sticky finish.

3. Tone-Enhancing Pigments

Rather than relying purely on intensity, the lipstick uses pigments that are intended to complement natural skin tones. This makes the shades appear more integrated and less stark when worn. Whether in muted nudes or deeper reds, the colours aim to deliver a flattering effect that enhances the natural lip tone. It also allows the shades to adapt across different undertones, a practical advantage in a diverse market like India.

4. Two Finishes

The lipstick range is available in two finishes, matte and satin, catering to differing preferences or occasions. The matte variant offers a more defined, modern look without the dryness traditionally associated with mattes, while the satin variant provides a soft sheen suitable for those who prefer a less intense finish. Both finishes maintain the same hydrating formula, which means comfort is not sacrificed regardless of choice.

5. Dual-Wear Application

The lipstick can be applied in a full swipe for high-impact colour or blotted for a softer, diffused effect. This dual-wear functionality makes it more versatile, enabling one shade to work across different settings. A full application suits events or evening wear, while a blotted finish works well for casual, minimal-makeup days. It also reflects the rising popularity of blurred or stain-like textures that look lived-in rather than sharply defined.

6. Lasting Moisture

The lipstick claims to offer up to a 35% increase in hydration immediately after application, followed by moisture retention for up to eight hours. This positions it as a practical option for individuals who struggle with dryness but still prefer matte or pigmented lipsticks. The long-lasting hydration may also contribute to smoother-looking lips, reducing the appearance of fine lines or texture irregularities.

8. Defined Application

The bullet is shaped to offer a precise outline, making it useful for those who prefer not to pair their lipstick with a separate lip liner. Its design allows for sharper definition around the cupid's bow and corners of the lips. This is especially relevant for deeper shades, where any unevenness becomes more noticeable. The shape helps create a clean finish quickly, something many users look for in everyday wear.

9. Vegan Formulation

The lipstick is formulated as vegan and is part of a shade lineup created with a broad range of Indian skin tones in mind. From mid-tone neutrals to deeper reds and browns, the nine shades aim to provide options that work across different complexions without appearing washed out or overly stark. The attempt at inclusivity reflects a broader shift in mainstream beauty towards more representative colour ranges.

Kiara Advani's appointment as Maybelline New York's new ambassador marks a strategic and timely development, aligning the actor's contemporary appeal with the brand's current direction. Her Instagram post added a personalised layer to the announcement, drawing attention to the new Serum Lipstick,a product positioned at the intersection of colour and care. As the lipstick makes its way into retail platforms like Myntra, the partnership's message becomes clear: this is an association built not only on celebrity visibility but also on a product story that reflects present-day beauty preferences.

Top Shades Of Maybelline New York Satins Available On Myntra

1.  Maybe It's Intense 104

2. 'Scuse Me 008

3. Wild Card 004

4. Hold the Door 006

5. Avenue A 007

6. Open Late 003

7. Maybe It's 002

8. Speed Walk 105

9. Make It Work 103

Frequently Asked Questions (FAQs)

1. What is the best way to prep lips before applying lipstick?

Start by ensuring your lips are smooth and free of dry skin. Gently exfoliate using a lip scrub or a soft toothbrush, then follow with a hydrating lip balm. Allow the balm to absorb for a few minutes before applying lipstick. This helps prevent flaking, keeps the colour even, and makes the lipstick last longer.

2. How can I make my lipstick look more defined?

For a clean, sharp look, outline the lips with a lip liner that matches your natural lip tone or the shade of your lipstick. Trace the natural lip shape, then fill in lightly to create a base. 
This prevents feathering and gives the lipstick a more sculpted finish. A precise bullet tip can also help achieve definition without a separate liner.

3. How do I apply lipstick for full colour payoff?

For bold, saturated colour, start at the centre of the lips and swipe outward, covering the entire surface evenly. Press your lips together to blend the pigment. A second layer can be added for intensity. Using a lip brush may also help reach corners for a neat, polished result.

4. How can I achieve a soft, blotted lip look?

Apply a thin layer of lipstick and then gently dab your lips with your fingertip or a tissue. This creates a diffused, natural-looking finish that mimics a stained effect. It's ideal for daytime wear or when you want colour without a full-statement look.

5. What can I do to make my lipstick last longer?

After applying the first layer, blot with a tissue to remove excess oils. Add a second layer to lock in the colour. Setting the edges with a small amount of translucent powder (avoiding the centre) can help increase wear time. Keeping lips moisturised throughout the day also prevents cracking, which helps prolong the overall look.