Max Factor collaborates with makeup artist Mehak Oberoi and 400 influencers for pan-India campaign

Cosmetics brand Max Factor has collaborated with celebrity makeup artist Mehak Oberoi along with 400 influencers to launch a pan-India campaign titled ‘What’s Your X’. The campaign also features Max Factor’s global ambassador Priyanka Chopra Jonas and is designed to solidify its place in the Indian beauty market.

“Max Factor has always championed the cause of being yourself and nobody else,” said House of Beauty’s creative director Mansi Sharma in a press release. “As the brand that invented mascara, compact powder, and some of the key makeup categories for generations to come, we’re extremely thrilled to launch our social media campaign speaking to the youth of India. By collaborating with 400 of the country’s top influencers and beauty experts, who in essence are the voice of today’s beauty consumer, we aim to take over social media and highlight the power of makeup as a tool for self-expression, celebration, and confidence.”
 
The campaign is intended as a call to action to encourage consumers across India to embrace their individual style and express themselves with confidence. With the tagline ‘Reveal Your Extraordinary’, Max Factor aims to build community, with Chopra Jonas playing a pivotal role.
 
“Associating with Max Factor for the ‘What’s Your X’ campaign has been an incredible experience,” said Mehak Oberoi. “As a makeup artist, I see firsthand how makeup can transform not just appearances, but also confidence and self-expression. This campaign is about more than just beauty; it’s about empowering people to recognise and celebrate their unique qualities. I am excited to be part of this journey and to see how individuals across India reveal their extraordinary selves.”
 
The campaign also features influencers including Sakshi Sindhwani, Ishani Mitra, Tarini Manchanda, Simmy Goraya, and Smriti Khanna. Max Factor aims to harness their audiences to reach over 35 million consumers.