Brands
Newme lets Splitsvilla fans shop outfits while watching
BANGALORE: Newme, India’s Gen Z-focused fashion-tech brand, has teamed up with JioHotstar to give MTV Splitsvilla 16 fans a first-of-its-kind shopping experience. The brand’s new ‘Shop the Look’ feature lets viewers buy contestants’ outfits instantly, without leaving the screen.
Returning as the show’s official fashion sponsor for a second year, Newme is moving beyond logos and billboards into tech-led fashion innovation. With Splitsvilla continuing to shape youth culture and trends, the show provides the perfect backdrop to turn inspiration into instant action.
For the first time on an Indian reality show, fans can tap on the ‘Shop Now’ button under looks worn by female contestants, from casual athleisure to date-night and party wear, and complete the purchase within JioHotstar itself. The platform handles everything from product discovery to payment and delivery, making fashion discovery as seamless as scrolling through an episode.
“Gen Z is wired for action. They don’t want to screenshot, search, and switch apps. They want to shop now, and that’s exactly what we’ve delivered,” said Newme co-founder and CEO Sumit Jasoria.
JioStar head of entertainment sales Mahesh Shetty added, “Splitsvilla reflects how young India thinks and dresses. This integration is a natural way for fans to take inspiration straight from the screen to their wardrobe.”
Newme has also launched an exclusive Splitsvilla collection inspired by the show’s style moments, designed to appeal to Gen Z’s bold and trend-forward tastes. Fans using the in-stream shopping feature will enjoy launch discounts and free delivery, adding an extra nudge to shop on the spot.
With this initiative, Newme is proving it understands Gen Z behaviour, meeting young audiences inside the content they love and redefining how fashion, culture, and commerce intersect.
Brands
Nykaa exclusively launches Illiyoon in India
Korean dermocosmetic brand joins Nykaa’s decade-long Amorepacific portfolio.
MUMBAI: Nykaa just dropped Korea’s gentlest glow-up on India because when your skin barrier needs backup, Illiyoon arrives like a K-drama hero with perfect timing. Nykaa has strengthened its dominance in the Korean beauty category with the exclusive India launch of Illiyoon, the trusted dermocosmetic brand from Amorepacific known for barrier-focused face and body care. The move deepens a partnership that began in 2016 with Innisfree and expanded to include Laneige, COSRX, Sulwhasoo and Aestura, making Nykaa home to India’s largest curated Korean skincare, dermocosmetics and haircare lineup.
Illiyoon arrives amid surging demand for gentle, clinically backed formulations targeting sensitive and dry skin. Hero products such as the ATO Lotion and ATO Concentrate Cream harness patented Soy-Ceramide and Ceramide Skin Complex 2.0 technologies to deliver high-performance hydration and barrier repair suitable for all age groups.
Nykaa Beauty, executive director and CEO Anchit Nayar said, “Our decade-long partnership with AmorePacific has played a defining role in shaping India’s K-beauty journey. The launch of Illiyoon marks the next chapter as Indian consumers increasingly prioritise barrier health and sensitive-skin solutions.”
Amorepacific India managing director & country head Paul Lee added, “The derma category has emerged as one of the most dynamic and fastest-growing segments in the Indian beauty market. Following the successful launch of Aestura, we are delighted to introduce Illiyoon as our second K-derma brand in collaboration with Nykaa.”
The launch reflects the rapid rise of ingredient-conscious, efficacy-driven skincare in India, where K-beauty continues to resonate with consumers seeking science-led yet gentle solutions. With Illiyoon now exclusively on Nykaa, the platform isn’t just expanding its K-beauty shelf, it’s giving Indian skin a softer, stronger chapter in the never-ending glow-up story.
