The demand for spiked during two major controversies: her wedding to Vicky Kaushal (2021) and the Phone Bhoot promotional tour (2022). Unverified WhatsApp forwards and YouTube knockoffs spread false wedding photos and fabricated interview quotes.
Each song is verified in advance: a known music director (Vishal-Shekhar, Ajay-Atul), a lavish set, a costume reveal teased on Instagram two weeks prior. Popular media outlets like MissMalini , Film Companion , and Pinkvilla run countdowns, reaction videos, and breakdowns of her dance form (Kathak-meets-jazz). This turns a 3-minute song into a 3-week content cycle.
In FY2026, the brand reached ₹350 crore in gross sales with 46% year-on-year growth, ranking among Nykaa's top five brands.
The demand for spiked during two major controversies: her wedding to Vicky Kaushal (2021) and the Phone Bhoot promotional tour (2022). Unverified WhatsApp forwards and YouTube knockoffs spread false wedding photos and fabricated interview quotes.
Each song is verified in advance: a known music director (Vishal-Shekhar, Ajay-Atul), a lavish set, a costume reveal teased on Instagram two weeks prior. Popular media outlets like MissMalini , Film Companion , and Pinkvilla run countdowns, reaction videos, and breakdowns of her dance form (Kathak-meets-jazz). This turns a 3-minute song into a 3-week content cycle.
In FY2026, the brand reached ₹350 crore in gross sales with 46% year-on-year growth, ranking among Nykaa's top five brands.
