08th July 2026, New Delhi : MARS Cosmetics has launched its new brand campaign, #LivingTheMARSLife, a celebration of confidence, self-expression, and the moments that help women reconnect with themselves. Rooted in the thought, “Har life ke bahar, ek life hoti hai,” the campaign recognizes that beyond every role, responsibility, and expectation lies a life that belongs entirely to them. Featuring actor Fatima Sana Shaikh alongside creators Aastha Shah and Anshika Pandey, the campaign brings these relatable stories to life.

In today’s world, women constantly balance academics, careers, relationships, family, and personal aspirations. Through #LivingTheMARSLife, MARS Cosmetics celebrates the moments that allow them to pause, rediscover themselves, and embrace their individuality.

The campaign unfolds through three films, each representing a different stage of a woman’s journey. The first follows a college student navigating academic pressure and self-doubt, portrayed by Anshika Pandey. The second features Aastha Shah as a working professional balancing deadlines and everyday responsibilities. 

The third stars Fatima Sana Shaikh as a newly married woman adapting to a new chapter while staying connected to her sense of self. At the heart of the campaign is the idea of “MARS Life.” Rather than escaping reality, MARS Life is about embracing it fully – finding confidence in everyday moments, celebrating individuality, and making space for the version of oneself that exists beyond life’s many roles.

Speaking about the campaign, Rishabh Sethia, Director, MARS Cosmetics, said, “At MARS, we believe beauty is far more than appearance. It is a form of self-expression and self- discovery that empowers people to embrace who they are with confidence.

Through #LivingTheMARSLife, we wanted to celebrate the moments that help women reconnect with themselves beyond the roles they play every day. This campaign reflects our commitment to understanding the aspirations, emotions, and experiences of women today.”

Through #LivingTheMARSLife, MARS Cosmetics aims to spark conversations around confidence, identity, and modern womanhood while reinforcing its position as a brand that genuinely resonates with its audience.

Moving beyond conventional beauty narratives, the campaign celebrates every version of a woman and the moments that make her feel most like herself.Now live across digital and social platforms, #LivingTheMARSLife invites women to share their own stories of confidence and self-expression, celebrating the belief that beyond every life the world sees, there exists another life that is entirely their own – because ‘Har life ke bahar, ek life hoti hai’

Video for the reference : 

Fatima sana shaikh : https://youtube.com/shorts/hPTVvVPjBfY?si=CdGCEmXSzpfk1WB0

Anshika Pandey : https://youtube.com/shorts/OccjVGAWQTY?si=bUisdzwagKZ3JbCw

Aastha Shah : https://youtube.com/shorts/YiC-0dYlD2Q?si=2HLtLnZI0I9qDh

The kiosk located in Mumbai is a part of MARS Cosmetics’ vision to create high-profile retail places that are led by consumer experiences where they can discover, test, and connect with the large and diverse Indian skin tone makeup of the affordable luxury brand. MARS is still committed to physical retail as a major driver of brand trust and conversion, while beauty consumers are increasingly looking for trial-based experiences in color cosmetics, making it so that the brand is still the main supplier of the need for this kind of experience. 

MARS Cosmetics, which is expanding its Exclusive Brand Outlet kiosks, has not only established a strong market position but also partnered with leading modern trade and beauty retail chains such as Health & Glow, Dabur NewU, Pantaloons, Shoppers Stop, and Lulu Blush. This strategy, which consists of the exclusive brand-owned formats combined with the large-scale retail partnerships, has made the brand capable of building a robust omni-channel infrastructure that can keep an equilibrium amongst the aspects of reach, visibility, and a uniform consumer experience.

Elaborating on the expansion, Pushpa Kandpal, Sr. Manager of EBO Operations & expansion at MARS Cosmetics, stated, “Offline retail is one of the main channels through which Indian consumers get their beauty products, and this is true especially for makeup, where trial and shade discovery are very important. Our Exclusive Brand Outlets are not only the place where we can display our whole range of products, but also the time when we can interact with customers and give them a beauty experience. The opening of our 45th EBO in Mumbai is an indicator of the positive response we are getting in the markets and also evidence of our determination to provide high-quality and luxury makeup at affordable prices all over India.”

The brand is certainly experiencing powerful growth in its offline expansion due to the continuing demand coming from metro and Tier-1 cities. The company has set a target of having 60 Exclusive Brand Outlets across the country by the end of the current financial year, which is a sign of its belief in the physical retail business as a long-term growth driver even when digital commerce is growing at a fast rate.

MARS Cosmetics is still very much a consumer-focused beauty brand that can easily adapt to the changes in the Indian makeup consumer base by introducing new products, making them available for everyone, and selling them at reasonable prices as it expands its retail presence.