kindlife, India’s fastest-growing global beauty and wellness platform, is redefining how young India celebrates Diwali. Its fresh campaign, “Rizz, Riwaaz, Rewards,” breaks away from traditional festive advertising to create an experience-first, culture-driven celebration tailored for Gen Z and Gen Alpha.
The campaign fuses rizz (modern confidence), riwaaz (tradition), and rewards (shopping) into a unique format that blends cultural heritage with new-age expression. Designed for a generation that values both its roots and reinvention, “Rizz, Riwaaz, Rewards” represents a festive season that is on-trend, inclusive, and community-driven—perfectly aligned with kindlife’s brand ethos.
The campaign kicked off with the “Rizz, Riwaaz, Rave” event at One8 Commune in Gurugram, a venue owned by cricket star Virat Kohli. The experience brought together leading Indian influencers, trendsetters, and creators for an evening that blended beauty, culture, and lifestyle. The event reflected kindlife’s commitment to creating authentic cultural moments that resonate with Gen Z, connecting tradition with current trends.
“Discovery today isn’t just transactional – it’s experiential. Nearly 49% of Gen Z values experiences and is discovering K-Beauty through them. That’s why we hosted Rizz, Riwaaz, Rave – it’s more than a campaign; it’s a cultural moment. By blending tradition and modernity, we’re meeting Gen Z where they are: in spaces that celebrate self-expression, inclusivity, and community. For us at kindlife, beauty isn’t only about products – it’s about creating experiences that bring the next generation together through culture, joy, and shared celebration”said Radhika Ghai, Founder & CEO of kindlife
As young India’s go-to for trendy beauty and wellness, especially from Korea and Japan, the brand is bringing cult global favorites like Etude, Frudia, SKINFOOD, Neaf Neaf, and Coxir to a new generation of consumers. Offering a fresh take on seasonal gifting, kindlife is introducing curated festive gift boxes inspired by “rizz” and “riwaaz.”
kindlife has seen rapid growth this year, and is expecting a 3X growth in net revenue by March 2026 driven by live commerce, AI-powered discovery tools, and a disruptive reimagination of beauty merchandising. “We’re meeting consumers where they are, redefining what the festive season means for them,” added Radhika Ghai. “From merchandising innovation to live shopping, one of our fastest-growing channels, and our focus on community building, we’re reimagining the beauty landscape in India.”
Following a series of successful partnerships, including strategic collaborations with Dabur’s NewU, Tata CLiQ and a strong foray into quick commerce with Zulu Club, the platform is strategically expanding its key presence across both offline and online channels to grow its revenue.
About kindlife:
At kindlife, our vision is to build a world where self-care is an everyday essential. We’re bringing a fresh perspective to India’s beauty and wellness landscape by curating the best globally trending brands, including sought-after Korean and Japanese beauty. We’re on a mission to revolutionise the beauty experience in India. With our Kindbox vertical, we exclusively bring global brands, enabling them to tap into the immense potential of India’s 700 million Gen Zillennial beauty consumers. Our passionate community of 2.5 million is at the forefront of shopping, learning, and sharing.
Website: kindlife.in
Instagram: @kindlife.in
