The PNB ambassador is Virat Kohli, Priyanka Chopra and Siddharth Malhotra are the faces of the Nirav Modi label, Kangana Ranaut, Kriti Sanon and others endorse the family of brands under the Gitanjali Group.

Brands leading the shift include Colorbar, MAC, Smashbox, Becca, Innisfree, Bobbi Brown, Bodyography and Sephora.