Bollywood actor Taapsee Pannu joins Nykaa #BreakTheHashtag campaign

India’s leading beauty retailer, Nykaa, joins hands withBollywood actor Taapsee Pannu to launch #BreakTheHashtag, a socialawareness initiative to celebrate multi-faceted, multi-talented and multi-tasking potential in Indian women. In the video, Taapsee celebrates her many roles as a fighter, rebel, engineer and of course actor, breaking the stereotype that women are defined by a single role.  The fierce and fabulous actor embraces her incredible talents and multi-dimensional roles in life. Nykaa launched the first leg of this campaign last year with two strong women, Soha Ali Khan and Shaurya Sandhya to raise consciousness on this subject and to celebrate the multi-dimensional Indian woman.

“As women, we play a different role every hour of the day. Not only are we a homemaker, wife, sister, daughter, we’re also entrepreneurs, the boss, actors. So let’s just break the hashtag!” says Taapsee Pannu.


“We believe that Taapsee Pannu is the perfect partner for our campaign as she embodies the idea that women can play many roles in their life. At Nykaa, we believe in empowering women and encouraging them to break stereotypes.

We are very proud to continue this campaign with Taapsee”, says Falguni Nayar, CEO and Founder,

The campaign was launched on the social media on 6th October and has received a resounding

response of over 1 million views on YouTube, Facebook and Instagram.

You are not who they say you are; you are who you want to be.

It’s time to #BreakTheHashtag and celebrate the many roles women play in their lives.


Founded in 2012 by Indian entrepreneur Falguni Nayar, Nykaa is today India’s largest online beauty retailer created with a vision of providing a carefully curated range of products for every beauty solution. The collection today includes the best of Indian and international brands across makeup, skincare and hair care categories. All products are 100% authentic, sourced directly from the brands or authorized distributors.

In order to guide our customers towards finding the most suitable products, Nykaa works with leading makeup artists, dermatologists, hair stylists and diet consultants to provide expert advice and highlight the latest beauty trends. Through the Beauty Book blog, YouTube channel Nykaa TV and other social media channels, the platform celebrates every woman’s unique beauty.

About Falguni Nayar, Founder & CEO,

Falguni Nayar started in 2012 with the vision of making the best of beauty products easily available across India. Derived from the sanskrit word Nayaka meaning ‘one in the spotlight’ Nykaa endeavours to empower women to make the best choices for themselves through curation and education. Today Nykaa is India’s leading beauty retailer with over 700 brands and 80,000 products along with robust content through videos, blog and dynamic social media engagement.

The former Managing Director Of Kotak Mahindra Capital Company, India’s leading investment bank, Falguni has received many accolades throughout her career. Recognising her contribution to the Indian beauty industry, Falguni was awarded the ‘Women Ahead’ award at the ET Start Up Awards 2017. She was also named the ‘Beauty Game Changer’ at the Vogue India Beauty Awards 2017. Other accolades include the FICCI Ladies Organization (FLO) award for the top woman achiever in the field of banking and the Business Today award recognizing her as one of the top 25 women in business. She was a Founding Member of the Asia Society in India and is on several boards, including the Aviva Insurance Board, Dabur India and serves as an Independent Director on the Tata Motors Board.