Pilgrim announces Rashmika Mandanna as brand ambassador for hair care range, ET BrandEquity

Rashmika Mandanna x Pilgrim

“/>Rashmika Mandanna x PilgrimPilgrim, India’s fastest-growing beauty and personal care brand, has announced the appointment of the Pan India star, Rashmika Mandanna, as the new brand ambassador for its hair care range.

The partnership with Mandanna captures Pilgrim’s core belief and new brand campaign that ‘The Secret is in the Mix’. As a young and rapidly growing beauty brand celebrated for its innovation and strong appeal to Gen Z, Pilgrim finds an ideal match in Mandanna’s dynamic presence and popularity among young audiences.

Mandanna’s meticulous choice of beauty products highlights Pilgrim’s commitment to crafting effective solutions. She perfectly embodies Pilgrim’s approach, which combines cutting-edge technology with expertly sourced ingredients, skilled professionals and exceptional expertise, the company stated in a press release.

As Pilgrim continues to revolutionise the beauty and personal care industry, Mandanna’s association is set to amplify the brand’s message, emphasizing the importance of meticulously crafted formulations, it added.

The campaign portrays Mandanna leading a crowd of women, symbolising today’s herd mentality towards viral trends and new ingredients. It highlights how people often follow the latest trends without understanding their true value. While chasing trends is common, the real magic lies in the careful blending of ingredients—a process at which Pilgrim excels.

This concept is captured in Pilgrim’s new tagline: “The Secret Is In The Mix,” emphasising that the true effectiveness of beauty products comes from the meticulous combination of ingredients, how they are mixed, and in what quantities.

This philosophy is vividly showcased in the campaign through Pilgrim’s bestsellers, such as the Patuá and Keratin Smoothening Shampoo, a unique blend of natural Patua and active Keratin, and the Hair Growth Serum. These products exemplify how Pilgrim expertly merges natural and active elements to achieve exceptional results.

Gagandeep Makker, co-founder of Pilgrim, shared his thoughts on the collaboration, “As Pilgrim continues to grow and take its next big leap, Rashmika is the perfect person to represent the spirit of our brand and lead us into this new era. This partnership is a significant milestone as we continue to innovate and provide exceptional solutions to our dynamic consumers, and we look forward to scaling new heights together. Today’s young audience is always searching for innovative solutions for healthy and silky hair, and Rashmika embodies this quest perfectly. We are thrilled to welcome her to the Pilgrim family.

Commenting on the association, Mandanna said, “I’ve always believed that haircare goes beyond just using the right ingredients—it’s about how they’re brought together. This campaign is truly special because it highlights that while trends come and go, the real magic lies in how ingredients are expertly combined to deliver results. Pilgrim’s haircare products masterfully blend natural and active ingredients, making them truly transformative. I look forward to a great association with Pilgrim and can’t wait to share these remarkable hair care secrets with everyone.”

Beauty and personal care brand Pilgrim is planning to expand its offline presence by entering more general trade and modern trade stores along with opening its own EBOs. At present, offline contributes 22 per cent of the total business and by this CY end, it aims to take it to 35 per cent contribution from offline, Anurag Kedia, co-founder and chief executive officer, Pilgrim told ETRetail.

The Hygienic Research Institute Private Limited (HRIPL), a name in Indian beauty and personal care, has unveiled a new TVC for Super Vasmol Kesh Kala 33, oil-based hair colour under Brand Vasmol. The TVC addresses the need of young women who are looking for safe coloring options with natural ingredients.