Rare Beauty taps Indian influencer Ankush Bahuguna for global fragrance launch

With the rising global influence of Indian content creators, beauty brand Rare Beauty flew influencer Ankush Bahuguna to the international launch of its debut fragrance, "Eau de Parfum" in July. The brand, founded by singer and actor Selena Gomez, appears to be deliberately courting Indian audiences through local influencers with strong engagement and a deep connection with their followers.

Bahuguna, best known for his comedic sketches and makeup tutorials, announced the collaboration with the caption: “@selenagomez you did it again! The new @rarebeauty Fragrance smells divine! Can’t wait to take you through the next 3 days with @rarebeauty!” The post quickly gained traction across social media, underscoring Bahuguna’s reach and resonance within the Indian Gen Z and millennial audience.

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A post shared by Wing It with Ankush Bahuguna (@wingitwithankush)

From Relatable Content to Global Brand Deals

With over 1.4 million Instagram followers and nearly 600,000 YouTube subscribers, Bahuguna has carved out a niche as one of the few male beauty creators in India who authentically blends humor, social commentary, and makeup. His viral series, “Wing It With Ankush,” where he gives everyday people makeovers while having candid conversations, has garnered widespread acclaim for both its entertainment and inclusivity.

Prior to Rare Beauty, Bahuguna has worked with a number of beauty and skincare brands including MAC Cosmetics, L’Oréal Paris, and The Ordinary. His ability to seamlessly merge editorial-style looks with boy-next-door charm has made him a go-to face for beauty campaigns aiming for relatability and digital traction.

Rare Beauty’s Indian Strategy

Rare Beauty’s choice of Bahuguna isn’t incidental. While the brand has built its global identity around mental health and minimalist beauty, its expansion into India’s market has been calculated and timely. The beauty category in India is projected to grow to $28 billion by 2026, and international brands are increasingly using influencer-led storytelling as a gateway to build emotional connection with Indian consumers.

In March 2024, Rare Beauty officially entered the Indian market via Sephora India. Since then, the brand has tapped Indian celebrities like Mrunal Thakur and digital creators including Sakshi Shivdasani and now Bahuguna — whose appointment signals a widening definition of beauty in Indian advertising narratives. Thakur, a Bollywood actor, has previously been seen promoting Rare Beauty’s foundation and lip products on her social channels.

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A post shared by Mrunal Panchal Sharma (@mrunu)

The Fragrance and the Format

“Eau de Parfum,” Rare Beauty’s first-ever fragrance, is being promoted not through traditional ads but through immersive storytelling. Influencers like Bahuguna were flown out for a multi-day content experience, including interviews, product walkthroughs, and behind-the-scenes access to the brand’s global team — all documented in real-time across platforms like Instagram and TikTok.

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A post shared by Selena Gomez (@selenagomez)

The goal? To build not just product awareness but a lifestyle moment around the fragrance — one rooted in authenticity, comfort, and joy. This influencer-first approach allows the brand to meet consumers where they are: in Reels, Stories, and swipe-ups.

Bahuguna’s international presence as part of the launch marks a broader shift. Indian creators are no longer just local endorsers; they are global brand collaborators. With brands like Fenty Beauty, Glow Recipe, and now Rare Beauty leaning into Indian creators, the era of exportable influence is here.