Nykaa's four films made the compliment a love language: 'Kya Khoob Lagte Ho'

The beauty retailer's campaign set out to show that the unguarded, authentic self is often the most beautiful version — especially to those closest to your heart.

Four films where the compliment is the gift: loved ones voice the beauty only they can see — mother-daughter, fiancés, siblings, a teacher and her students

Directed by ad filmmaker Prasoon Pandey and conceptualized by The Script Room, the four films capture quiet exchanges between people who share a bond — a mother and daughter, a soon-to-be-married couple, a sibling duo, and a class teacher with her students — across digital and social channels.

No view or sales figures are reported; founder Falguni Nayar framed the films as Nykaa's idea of beauty — 'uninhibited and original to everyone' — extended into everyday relationships.

In August 2023 Indian beauty and lifestyle retailer Nykaa released 'Kya Khoob Lagte Ho' — roughly, 'how lovely you look' — a set of four films directed by celebrated ad filmmaker Prasoon Pandey and conceptualized by creative agency The Script Room.

Each film catches one exchange between people who share a special bond: a mother and daughter, a soon-to-be-married couple, a sibling duo, and a class teacher with her students. The premise: sincere compliments are a love language all their own, and the unguarded, authentic self is often the most beautiful version — especially to those closest to your heart.

Founder and CEO Falguni Nayar said the campaign presents 'a differentiated perspective, inviting each one of us to appreciate the extraordinary beauty in everyday relationships — our own Kya Khoob Lagte Ho moments', continuing years of Nykaa stories built on inspiration, empowerment and human connection. The films ran across digital and social channels.

It moves the brand's beauty idea from the mirror to the relationship, where compliments — not products — carry it.

Everyday casts — a teacher, a mother, siblings — make the compliment feel overheard, not performed.

It extends the founder's empowerment positioning without a product shot doing the work.

A beauty brand can differentiate by widening the definition — the compliment is where the product's promise is proven without the product.

The films went live across digital and social in August 2023; no performance figures appear in the source.