Introduction:

One of the most popular Indian content creators, Ankush Bahuguna has taken the beauty industry by storm. He is known for blending comedy with beauty tips to offer entertaining beauty content. Ankush studied architecture; however, he realized his passion for writing and content creation. So he changed his career by writing for MensXP, a men’s lifestyle site. 

From there on, he eventually created videos that mixed his comedic humor with makeup tutorials. From his journey, he’s considered the first Indian male beauty influencer of his country, breaking stereotypes to inspire everyone to express themselves freely. The article discussed how the brand collab was “a step towards stardom” for Ankush Bahuguna. 

Early days: Steps in content and beauty

Ankush began posting videos on social media during tough times like the pandemic lockdowns. He made posts demonstrating simple beauty hacks while making fun of daily makeup struggles, such as doing eyeliner while running late or fixing a bad hair day. His unique approach to teaching makeup and a male discussing makeup was something new in the Indian beauty industry. 

It set him apart, since this was a field typically dominated by women. People loved the humor and the relatability of his material. This made his videos go viral and get noticed by brands. His biggest career break was Lakmé, a top Indian beauty brand. Ankush paired up with a chat show called “Wing It with Ankush” in 2022, where he talked to celebrities while doing their makeup. 

The show was a success and he stood out in the eyes of brands for making fun and relatable content. Lakmé gave him a platform to shine and increase his audience. He also got sponsored ads to use in his tutorials. The collaborations have enabled him to scale his audience, gain credibility and turn his passion into a successful career.

Rare beauty with Selena Gomez

One of the biggest moments for Ankush’s career was in 2025 when he got invited to a special event for Rare Beauty in Malibu, California. The line was created by international superstar Selena Gomez. Rare Beauty was created to help break down the stigma and promote “kindness, inclusive beauty, and mental health. The brand had gathered global beauty influencers in California for the event to promote its newest product.

Ankush was the only Indian creator among 30 global influencers present at the event. He got to meet Selena and do fun activities like baking a tiramisu together. They made something sweet, chatting and laughing the whole time. Ankush shared pictures and stories online, sharing his experience. 

Rare Beauty wanted to grow its customer base in India, so they teamed but with the local influencer, like Ankush, to connect diverse audience. He showed how the products work for all kinds of people. The post with Selena Gomez got millions of likes, and media outlets covered the story. This was like a booster for Ankush’s career in the beauty and fashion industry. 

How Collab changed Ankush’s life?

The Rare Beauty collaboration was a turning point for Ankush. He was famous in India already, but with this collaboration, he became known across the world. That introduction to Selena and other international influencers opened doors, and he began to get more invites to events. His followers count increased with more international audience added to the list. 

He also got financially stronger as the collab led to more deals and endorsements. In 2024, Ankush already attended red carpets and debuted at Cannes as the first male Indian beauty creator. That exposure made him famous in India while landing him spots in magazines like Elle and Forbes. 

Ankush lacked confidence, especially about breaking the gender norms of men doing makeup. He agreed that he followed his heart and gained confidence. He even inspired others to step up and become a role model, showing that being real and confident does pay off.

What brands look for in a person? 

Brands are picky about who they work with; they select a face to represent themselves after a very long consideration. They don’t focus on accounts with lots of followers; what they see is how fans interact with those posts. Rather than huge reach, brands care more about real interactions and positive reviews. 

For Ankush’s case, his audience loved his content and interacted with his posts, which made brands interested in him. Another thing is that the person’s style has to match the brand. For example, Rare Beauty promotes inclusive beauty, which perfectly matches Ankush’s content. 

Brands want quality content that showcases their products well.  They look at who your followers are and if they match the brand’s target audience. Being consistent and reliable counts too; brands prefer professionals who handle collaborations smoothly without delays. Ankush has all these characteristics, making him a top choice in the beauty and fashion world. His mix of humor and makeup skills makes brands interested in his work.

Challenges and lessons learned

Ankush’s journey from a regular guy to a social media sensation was not easy. As a guy in the beauty industry, he faced trolling and judgmental comments. Online accounts would say rude things, like questioning his choices to do “woman-like” things. It was something that affected his mental health, but he got through that kind of tough period. 

The content world is fast-moving, with thousands of new content pieces daily. He had to continue to try something new to compete in the marketplace. The competitiveness of the industry put him under a lot of pressure to produce something new and fun. 

From all these challenges, Ankush learned key lessons. He learned to stay true to himself and keep making authentic content; that’s what fans loved about him. He also learned to ignore haters while prioritizing his mental health. It was lessons like all these that had made him a stronger and better at his work.

Conclusion:

Ankush Bahuguna’s story is inspiring, and a big part of his success comes from his partnerships with brands. He went from being an architecture student to a social Media sensation. He became the first Indian male beauty creator to attend the Cannes event and also the only Indian influencer to be invited to the Rare Beauty event in California to promote the brand’s product. The article mentioned how the collaboration with Selena Gomez’s Rare Beauty transformed his life as a global content creator. 

FAQs:

Who is Ankush Bahuguna?

Ankush Bahuguna is an Indian digital creator, YouTuber, and actor known for his comedy sketches, beauty content, and brand collaborations.

How did brand collaborations help Ankush Bahuguna grow?

Brand collabs gave him visibility, credibility, and opportunities to connect with wider audiences beyond his own followers.

What types of brands has Ankush worked with?

He has collaborated with fashion, beauty, lifestyle, tech, and grooming brands.

Why do brands choose Ankush for partnerships?

His relatability, creativity, and genuine content make him a trustworthy influencer for brand campaigns.

Which beauty collabs made him popular?

His campaigns with major makeup and skincare brands highlighted his bold stance on men using beauty products.

Did Ankush Bahuguna only do beauty collabs?

No, he has worked with multiple sectors, including lifestyle, OTT platforms, and tech products.

How do Ankush’s collabs differ from others?

He blends storytelling and humor with brand messaging, making ads feel natural and entertaining.

Did brand collabs influence his career in acting?

Yes, collaborations built his recognition and opened doors for acting projects and bigger opportunities.

What makes Ankush’s brand partnerships stand out?

His ability to stay authentic while promoting products makes his content engaging and non-forced.

Can upcoming creators learn from Ankush’s journey?

Absolutely. His success shows the importance of niche content, authenticity, and building trust with the audience.