Mumbai: 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.
On Her Skincare Routine
Asked about her glow at the Anamika Khanna show at Lakme Fashion Week, Sharma says the trick is “having a really good skincare base.” Her routine is simple: a good facial toner (she loves rose water), followed by 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.”
On Being a Campaign Ambassador
“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,” she says. “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.”
She adds that she asks herself: “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?”
On Brown Skin and Authenticity
For Sharma, brand alignment is non-negotiable when it comes to her stance on brown skin. “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.”
“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. 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.”
Her Beauty Must-Haves and a Model’s Hack
Sunscreen and eye cream are essentials, she says, especially eye cream because she has 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.”
Her model hack? “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… I never waste eye cream, because it’s usually very expensive.”
What’s Next
“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.”
