Introduction
Maybelline New York launches its India-exclusive limited-edition festive lipstick collection. The collection will be known as Super Stay Vinyl Ink Mithai on October 19, 2026. It features five shades inspired by Indian mithai. The collection includes the brand’s glossy, long-wear lipstick formula. This collection will be fronted by brand ambassador Kiara Advani, as per reports. The launch displays how worldwide beauty brands adapt products and marketing campaigns.
What Happened?
Maybelline New York launches Super Stay Vinyl Ink Mithai as a limited-edition collection correlating with traditional sweets. The collection includes Berry Barfi, Rose Rabdi, Cherry Ras, Nutty Halwa, and Gulabi Dusk. The shades give a glossy vinyl finish with 16 hours og long-lasting wear.
Kiara Advani will lead the campaign, having a major focus on the day-to-day moments including Indian celebrations, getting ready and attending various festive gatherings. The campaign features creators Rida Tharan, Ishani Mitra, Leisha Ptidar, and Ambika Nayak, known as Kayan, representing different regional approaches and cities to festive beauty.
Maybelline’s campaign extends beyond product marketing via a collaboration with Mishri & Saffron, a luxury mithai brand.
Key Highlights
- Brand: Maybelline New York
- Launch: Super Stay Vinyl Ink Mithai limited-edition collection
- Announcement date: October 19, 2026
- Category: Beauty and cosmetics
- Collection: Five liquid lipstick shades
- Shade names: Berry Barfi, Cherry Ras, Rose Rabdi, Gulabi Dusk and Nutty Halwa
- Price: ₹849
- Campaign ambassador: Kiara Advani
- Market: India-exclusive collection
- Product features: Glossy vinyl finish and up to 16 hours of wear
Why this Matters for Beauty D2C Brands
Local Products Help Brands Connect with Customers
Maybelline’s mithai-inspired collection is an inspiration for beauty brands to create products relatable to local culture & traditions. D2C beauty brands can also use Indian festivals, collections & various other collections to connect with customers.
Limited-Edition Products Lead to Seasonal Demands
Festivals allow beauty brands to launch limited-edition products & gifting options. In one range, customers get the five-shade collection. Similarly, other beauty D2C brands can plan launches based on festivals.
Creator Campaigns Make Product Discovery Easy
In the campaign, there are creators and celebrity ambassadors to promote products. They display products via personal styles and beauty looks. D2C brands can connect with creators to reach a new audience.
Brand Partnerships Lead to New Customer Experiences
The mix of Mishri & Saffron, along with city-based activities, leads the campaign beyond online advertising. Beauty brands can also partner with businesses in food, gifting, and fashion. Through these partnerships, brands get to reach customers in different ways.
For shoppers, who want to buy beauty and personal care products should explore NineE.
About Maybelline New York
Maybelline New York is a worldwide cosmetics brand with different makeup categories, including eyes, lips, and face. The brand operates in 120+ countries with a focus on high-shine finishes and long-wear colour. The product portfolio and marketing campaigns target consumers interested in buying makeup.
What Happens Next?
Maybelline indicates extra festive campaign experiences will continue. The brand has plans to leads campaigns across social media, featuring Kiara Advani & its creator community.
Sources and References
- Maybelline New York — Official product page
- NewsVoir — Maybelline New York launches its first India-exclusive limited collection
- ETSalonWorld — Maybelline turns to mithai motifs for a festive India-only lipstick drop: Industry context on localised beauty marketing.
- Adgully — Maybelline New York brings mithai-inspired beauty to India’s festive season: Additional campaign and activation details.
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