Ekta Kapoor signs up with DR. Rashel to promote its Korean Glass Skin products line with the campaign, “No Drama, Only Flawless Glow.” Within days of its release of the collaboration video, featuring Ekta Kapoor and popular TV actress Shiny Doshi, clocked millions of views across social media, sparking conversations in living rooms, boardrooms, and beauty parlours alike.
Ekta Kapoor’s first collab with a beauty brand
For Kapoor, who has ruled television for over two decades with her drama-packed storytelling, this was a different kind of stage. This campaign marked her first-ever collaboration with a beauty brand, and she chose DR.Rashel to make that debut. The move was seen not just as a brand endorsement but as a cultural crossover where television royalty lent her voice to the world of skincare.
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The Internet Can’t Get Enough
Social media has been buzzing ever since the video dropped. From witty memes on ‘No Drama Skincare’ to beauty influencers recreating the glass skin look, the campaign has created a ripple effect across platforms, with Instagram Reels driving organic engagement at a scale usually reserved for Bollywood blockbuster movies or pop culture events.
But this is not the first time DR.Rashel has made waves online. They were the first Indian beauty brand to promote their Korean Glass Skin products with a bona fide K-pop star, Aoora, a collaboration that garnered more than 45 million views on Instagram.
Beauty bloggers hailed the series as a ‘perfect fusion of K-beauty science and Indian sensibilities,’ while fans loved seeing Ekta in a refreshing new avatar—playful, authentic, and radiant. The success isn’t just digital. Retailers have reported a spike in demand for DR.Rashel’s Korean Glass Skin products, which were already popular among the young crowd.
What’s Next?
As DR.Rashel continues to scale new heights, this campaign will likely be remembered as a turning point. For Ekta Kapoor, it has opened a new chapter in her public persona, one where she champions self-care over drama. And for the beauty industry at large? It’s proof that when the right brand meets the right face, magic happens.
