NEW DELHI: DLF Malls has launched the third edition of its flagship beauty campaign, BeYOUtiful, bringing together more than 200 beauty, wellness and lifestyle brands and over 20 experiential activations across its retail destinations. The campaign is being held from September 25 to October 11, 2026, at DLF Mall of India in Noida, DLF Promenade and DLF Avenue in Delhi, and DLF Midtown Plaza and DLF Summit Plaza.

Designed around discovery, experimentation and personal expression, BeYOUtiful 2026 aims to transform beauty shopping into an immersive experience, offering consumers opportunities to explore products, interact with experts and receive personalised recommendations. The initiative reflects changing consumer preferences, with shoppers increasingly seeking hands-on experiences, professional guidance and customised beauty and wellness solutions.

The campaign features leading beauty and personal care brands, including Sephora, Nykaa Luxe, M·A·C, TIRA, SS Beauty, Armani Beauty, Bobbi Brown and KIKO. Through brand-led events, interactive activities and consumer engagement initiatives, DLF Malls is looking to strengthen connections between shoppers and participating brands.

The experiential programme includes signature glam masterclasses, fragrance layering sessions, grooming experiences for men, Ayurvedic skincare consultations, wellness activities, beauty crawls and hair consultations. Consumers can also benefit from three-times loyalty reward points during the campaign, adding further value to their shopping experience.

Pushpa Bector, Group Executive Director and Business Head, DLF Retail, said the third edition of BeYOUtiful builds on the company's efforts to create experiences that extend beyond conventional retail.

She said beauty today is increasingly associated with discovery, self-expression and experimentation. By bringing together leading brands, experts and immersive activities, the campaign aims to provide consumers with opportunities to explore products, learn from professionals and find solutions suited to their individual preferences.

Bector added that the initiative reflects DLF Retail's broader vision of developing malls into lifestyle destinations that offer consumers compelling reasons to visit, participate in experiences and return.

The campaign comes amid the growing influence of digital platforms and content creators on beauty discovery. By offering opportunities to touch, test and experience products in person, BeYOUtiful seeks to complement online discovery with direct engagement and expert-led interactions.

For participating brands, the initiative provides a platform to showcase products, encourage trials and connect with consumers through personalised experiences. On-ground activations, digital promotions and influencer engagement also form part of the campaign's outreach strategy.

Beyond driving retail footfall, DLF Malls aims to strengthen its position as a premium destination for beauty and lifestyle shopping while encouraging greater consumer engagement and brand affinity. The campaign also seeks to generate conversations around beauty, wellness and individual expression across digital and physical platforms.

At its core, BeYOUtiful celebrates individuality and confidence, positioning beauty as a personal journey shaped by individual choices, experimentation and self-expression.