Brands
Victoria’s Secret launches Summer Signature campaign in India
Triptii Dimri fronts collection blending comfort, style and everyday ease
MUMBAI: Victoria’s Secret has rolled out its Summer Signature campaign in India, bringing actor Triptii Dimri on board as the face of its latest collection aimed at blending comfort with signature style.
The campaign introduces the Summer Signature range, featuring the brand’s recognisable striped designs across lingerie and sleepwear. Positioned as easy-to-wear yet polished, the collection leans into everyday comfort while retaining a touch of glamour.
The line-up includes wardrobe staples such as logo T-shirts, wireless bras and matching panties, alongside sleepwear options like satin slips and long pyjama sets. Running parallel to this launch is the Cool Air collection, which highlights breathable fabrics and quick-drying materials designed for all-day wear.
The campaign reflects a broader shift in the lingerie segment, where comfort-led fashion is increasingly taking centre stage. By pairing soft fabrics with familiar branding, the brand appears to be targeting consumers looking for both practicality and style.
Speaking about the collaboration, Triptii Dimri said, “I’m excited to partner with Victoria’s Secret, a brand that celebrates individuality and empowers women to feel confident in their own skin. The Signature CoolBra and Summer Signature collections are all about comfort and ease, and that really resonates with me.”
The collection is now available across select stores in India and online, with pricing spanning multiple categories and sizes to cater to a wide audience.
With this campaign, Victoria’s Secret is not just selling style, it is leaning into a comfort-first narrative that aligns with evolving consumer preferences, making everyday essentials feel just a bit more elevated.
Brands
Charlotte Tilbury opens first flagship store in India
Luxury beauty brand bets on immersive retail as India expansion gathers pace
NEW DELHI: Charlotte Tilbury has opened its first flagship Beauty Wonderland in India, planting a high-glamour marker in New Delhi as global beauty brands double down on the country’s fast-growing premium market.
Located at Nexus Select Citywalk in Saket, the store is operated end-to-end by Nykaa, deepening a partnership that began with the brand’s digital launch in India in 2020 and has since scaled across retail, marketing and distribution. The opening signals a shift from marketplace presence to standalone brand environments as companies chase long-term equity and consumer loyalty.
The launch was marked by an event on April 9 featuring actor Sobhita Dhulipala, the brand’s first beauty muse in India, underscoring Charlotte Tilbury’s growing cultural push in the market.
“Darlings, I am so excited to open my first-ever flagship Beauty Wonderland in India, in its vibrant and iconic capital, New Delhi,” said Charlotte Tilbury. “This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets.”
Tilbury highlighted the brand’s connection with Indian consumers. “India has always been a place of incredible beauty, celebration and transformation. I have been so inspired by the artistry, creativity and passion of our community here. They are true beauty connoisseurs that appreciate next-generation formulas,” she said.
The store is designed as an immersive retail experience, blending the brand’s Art Deco and old Hollywood aesthetic with local cues. A bespoke Royal Indian Arch anchors the space, alongside personalised makeup services tailored to Indian trends and occasions. A dedicated bridal looks wall nods to the country’s strong wedding-led beauty market, while interactive elements such as the Pillow Talk photowall and in-store masterclasses aim to drive engagement.
For the first time in India, the full Charlotte Tilbury portfolio is available under one roof, spanning makeup, skincare and fragrance, including the Fragrance Collection of Emotions and bestsellers such as Magic Cream, Airbrush Flawless Blur Concealer and Pillow Talk products.
Nykaa, which operates 57 doors for the brand alongside its app and website, will now lead end-to-end management of Charlotte Tilbury’s exclusive boutiques in India, covering retail operations, staffing, supply chain, marketing and omnichannel integration.
“Charlotte Tilbury has been one of our most successful and strategic global partnerships,” said Anchit Nayar, executive director and chief executive officer, Nykaa Beauty. “The launch of the first exclusive boutique, fully operated by Nykaa, is a natural next step and reflects our shared long-term commitment to building the brand in India.”
Nykaa’s broader beauty playbook, built on digital-first entry followed by omnichannel scale, now reaches over 42 million consumers and has become a template for global brands entering India. The retailer currently serves 52 million customers through its platforms and runs 276 offline beauty destinations, reinforcing its position as a gateway for international labels.
Charlotte Tilbury, founded in 2013, now operates in over 50 markets with more than 3,000 employees and 500 products across categories, with over 3,000 distribution points globally.
A second standalone store is slated to open at Mall of India in Noida in May 2026, signalling an aggressive retail push.
In a market where beauty is fast turning from aspiration to everyday indulgence, Charlotte Tilbury is not just selling products. It is building theatre, and betting that Indian consumers are ready to buy into the spectacle.
