Mahieka Sharma isn’t one to chase the spotlight — but she’s steadily becoming hard to ignore. A familiar face on India’s fashion circuit, she’s walked for some of the country’s most respected designers, most recently Anamika Khanna, bringing a certain ease to the runway. Off it, Sharma has been equally intentional, building a reputation for being selective about the work she takes on and vocal about what she stands for.
Her recent association with Kama Ayurveda as campaign ambassador reflects that ethos. Rather than a surface-level endorsement, Sharma approaches the role as a collaboration, engaging with the brand’s process and philosophy. In conversation with The Hollywood Reporter India, she speaks candidly about her pared-back skincare routine, the evolving role of models in beauty campaigns, and why authenticity — not visibility — is what she values most.
Here’s an excerpt from the conversation.
The Hollywood Reporter India: When you opened the Anamika Khanna show at Lakme Fashion Week recently, the first thing I noticed was that your skin was glowing. I wanted to ask then, what does your skincare routine look like?
Mahieka Sharma: The trick is having a really good skincare base. When a colleague asks me how I look like that on the ramp, I say, you need a good facial toner; I love rose water. Then I go in with Kama Ayurveda’s Sandanya Purifying Fresh Serum. And then, sunscreen. It’s simple but effective. And on the ramp, there’s such good lighting, so the make-up should allow your features and skin to shine.
THR India: What does it mean for you as a model, to be a campaign ambassador for a skincare and beauty brand?
MS: I feel proud because Indian models have not gotten this kind of positioning in many years. And to know that a brand sees the deeper nuances of my personality and views me so holistically is a blessing. That’s how Kama Ayurveda pitched to me. They talked to me about facets of my personality that align with the brand. I’ve been extremely selective with my shoots and work in general. I think it’s easy to pick a brand for money or for attention, but the real joy is in doing something fulfilling.
I’ve always thought, ‘Why me?’ ‘What do I bring that’s special and unique to the brand?’ ‘Would I actually use the products?’ ‘Is the brand investing in its process?’ ‘Do they respect me?’ I’m very process-oriented and analytical. And they were very clear that it was only me they wanted. Then they pursued it and made it happen. So that’s always very special.
THR India: When you’re selecting a brand to be an ambassador for, what are the factors that you keep in mind?
MS: Specifically for an ambassador deal, I make sure that it is aligned with how I consider brown skin to be beautiful — how I campaign for women that look a certain way, and especially in our geographic.
For instance, with Kama, they picked up parts of my personality, like I’m against bleaching my skin. No matter how tanned I am, I will always love it. I’ll always love that I am brown, and I want skincare to care for my skin and not change it. So, when I sign on as an ambassador, I get involved and I feel like it’s a collaboration. Then when it comes to the brand, they need to pitch that they align with me on an ethos level. If there is a disconnect in how or what they sell, or how they campaign, then there’s simply no point — I won’t take it up.
THR India: What are your favourite beauty products?
MS: I love my sunscreen. In fact, Kama has a new one that I need to try, called Amsuman. But sunscreen and eye cream are a must. Especially eye cream, because I have very sensitive under-eyes. With shoots and travel, you tend to get puffy, and there’s a lot of pressure on your face. And obviously, I need a good lip balm.
THR India: Any hacks that you can share as a model?
MS: Yes, actually. I go with a lip balm for day-to-day, but if it’s winter, I will always put ghee on my lips. And anytime that I’m using eye cream, you have to have a very soft touch around your eyes. I go all around my eyes, and then use the leftover next to my nose and on my lips. It’s especially made for the thin layer of skin in these areas, and wherever you’re most prone to puffiness or dryness. I never waste eye cream, because it’s usually very expensive.
THR India: What’s next?
MS: I can’t reveal exactly what, but I’m sure I’m going to continue working with Kama Ayurveda. I’m going to keep on doing yoga, keep modeling, and keep pursuing my craft. I think you’re going to see me a lot more in spaces that were originally just hobbies, but now I have the chance to pursue each of them on a bigger scale.