The Bollywood actress and luxury brand collaborator has been tapped as the face of the Indian retailer’s beauty business, as it continues to deepen its presence both domestically and overseas.

India’s largest beauty retailer Nykaa has appointed Bollywood actress Deepika Padukone as its global brand ambassador, the company announced on Thursday.

“Beauty for me has never been about the spotlight alone — it has always been about the everyday rituals and practicing them with consistency," Padukone said in a statement. “And nobody understands this better than Nykaa.”

Known for her starring roles in Hindi language films like “Cocktail” and “Chennai Express”, as well as partnerships with luxury brands including Cartier and Louis Vuitton, Padukone is Nykaa’s highest profile ambassador to date. The retailer has previously signed faces like actress Lisa Haydon to front its Nykaa Luxe business and the actors Ishaan Khatter and Shanaya Kapoor for its fashion division.

Padukone’s “authenticity and versatility perfectly complement our vision to lead the transformation of beauty in India and beyond,” said Nykaa Beauty’s chief executive and executive director Anchit Nayar.