Amazon Beautyverse 2026: Ananya Panday and Siddharth Bhagat on what beauty’s next chapter looks like

Mumbai played host to Amazon Beautyverse 2026 on June 20, bringing together celebrities, creators, beauty brands, and industry leaders for a day of conversations around the future of beauty. Amazon’s flagship beauty discovery platform returned in a bigger format this year, with more than 2,000 attendees, 70 brands, and over 600 creators, and it also had some insightful panels by several celebrities, entrepreneurs, and content creators.

One of the most engaging conversations of the day was Beauty’s Next Chapter, hosted by Rasna Bhasin, editor of Harper’s Bazaar India, featuring actress Ananya Panday and Siddharth Bhagat, director, Amazon Beauty India. The discussion explored the changing definition of beauty in an era shaped by social media, technology, and growing consumer awareness.

Speaking about the idea of real versus reel beauty, Panday reflected on growing up in the public eye. Having started her career at 18, she admitted that being constantly photographed and seeing herself on the big screen came with moments of insecurity and self-doubt. Over time, however, she realised that authenticity resonates far more deeply than perfection.

“I have come to realise that the more I put my real and authentic self out there, the more love I get back,” she said. Panday shared that while glamorous red carpet images receive attention, some of her most loved posts are the ones where she appears without makeup or heavy filters.

The actor also spoke candidly about her own journey with social media, revealing that there was a phase when she relied too much on face-editing apps. As she has grown older, she said she feels more comfortable in her own skin and has noticed a wider shift towards unfiltered content online. According to her, people today are seeking more genuine connections and are moving away from overly curated versions of beauty.

Bhagat, meanwhile, offered insight into how beauty consumption is evolving across India. "Consumers across the country are now aware of what they exactly want. People are searching for exact ingredients like vitamin C, retinol, and niacinamide. They are searching based on their specific concerns, and it's all about premiumisation," he noted. He highlighted the rapid growth of premium beauty in India, a segment that he said has grown by more than 50 per cent in a single year.

Technology, he added, is playing an increasingly important role in the shopping journey. Bhagat pointed to Amazon’s AI-powered shopping assistant, Rufus, and said, "Through Rufus, consumers can have a conversation with the AI model, share their concerns, and it gives them a curated list of products that they would need."

Looking ahead, Panday emphasised the responsibility that comes with influence, particularly for younger generations. "I don't want to leave behind a world where I am setting unrealistic beauty standards. So as much as I can propagate realness, and the formula of "less is more", I try to do that," she said. At the same time, she stressed that it is important to have fun when it comes to beauty and fashion, and do what feels best to oneself.

If Beautyverse 2026 revealed anything, it is that beauty’s next chapter will be defined not by perfection, but by individuality, transparency, and technology that helps consumers make more informed choices.

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