How Pilgrim Strengthens Its Market Presence with Celebrity and Influencer Campaigns

Discover how Pilgrim uses celebrity collaborations, viral memes, and creator-driven content to educate users and become a favorite skincare brand among Gen Z. Their authentic approach and engaging campaigns create real connections that drive lasting loyalty.

In a crowded skincare and haircare market where brands often chase trends, Pilgrim stands out by staying true to its purpose. Founded in 2019 by Anurag Kedia and Gagandeep Makker, Pilgrim started as a D2C brand with a bold yet grounded promise: to bring global beauty traditions to Indian consumers in the most ethical, accessible, and engaging way possible.

Today, Pilgrim is valued at $369 million and is backed by leading investors such as Fireside Ventures, Vertex Ventures, and Rukam Capital, according to a report by Tracxn. Pilgrim is more than just a label on a bottle. It's an ingredient-forward brand that taps into wanderlust and wellness while staying rooted in modern science and self-care values. Its biggest strength? The storytelling is driven by clever brand-building, strategic celebrity endorsements, and influencers who genuinely understand what they're talking about.

The Heart of Pilgrim: Not Just a Brand, but a Philosophy

The very name "Pilgrim" suggests exploration. And true to its name, the brand is built on the idea of journeying across the globe to uncover time-tested beauty secrets, be it Jeju Island’s volcanic ash, French vinotherapy, or ancient secrets from the Amazonian rainforests. These aren’t gimmicks; they’re woven into a brand that treats beauty as a ritual, not a routine.

This idea is translated not just in ingredients but in experience. Pilgrim manages to feel aspirational without alienating. And in a country like India, where skincare is as cultural as it is personal, that tone matters.

A Versatile and Thoughtful Product Range 

Pilgrim’s wide-ranging portfolio is crafted to serve a holistic self-care experience for both men and women. Everything is 100% vegan, cruelty-free, and free from 20 known toxins.

• Skincare: From their bestselling Vitamin C range to Niacinamide serums and Jeju Night Creams, the skincare line is built around active ingredients backed by science, but without overwhelming jargon.

• Haircare: Redensyl, Anagain, and Argan Oil work as hero ingredients across hair oils, shampoos, and strengthening masks that genuinely target hair fall and growth.

• Bodycare & Fragrances: With body scrubs, body butters, and perfumes inspired by global scents, Pilgrim moves from just treating skin to enhancing everyday sensorial rituals.

• Men’s Grooming: Pilgrim’s men’s range doesn’t feel like an afterthought; it’s smart, sharply packaged, and speaks directly to urban men looking for clean, results-driven care. What ties it all together is the consistent messaging: real ingredients, no shortcuts, and beauty that respects skin and the planet.

• Makeup: Pilgrim’s makeup line blends skincare benefits, featuring lightweight formulations, clean ingredients, and versatile shades that suit Indian skin tones while promoting skin health.

Celebrity Endorsements: Not Just Faces, But Living Narratives

Pilgrim hasn’t taken the glamorous shortcut of traditional beauty advertising. It hasn’t leaned into celebrity endorsements for its own sake. Instead, it’s chosen ambassadors with narratives, people who represent phases, transitions, and emotional depth. Each celebrity brings a layer to Pilgrim’s evolving brand story, echoing its conviction that skincare isn’t about vanity, but ritual, emotion, and trust.

1. Yami Gautam – Haircare Meets Korean SecretsPlay

Pilgrim’s first big leap into mass media came in 2023, through a delightful twist of storytelling featuring Yami Gautam. The TVC didn’t scream for attention, it invited curiosity. In a mock-interrogation setup, Korean agents try to uncover the mystery behind Yami’s luscious hair. The punchline? Pilgrim’s Korean beauty range. The humor landed. But more importantly, Yami’s understated elegance and earthy charm set the tone for what Pilgrim stood for: skincare and haircare with global roots and local heart.

2. Jennifer Winget – Skincare vs. The Trend War

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Next in line was Jennifer Winget, a face loved for her calm strength and sharp presence. In the “The Secret is in the Mix” campaign, she leads a crowd chanting confusing skincare buzzwords, niacinamide, retinol, and hyaluronic acid. The confusion peaks until Manisha Koirala enters as a figure of wisdom and grounding. In Jennifer, the brand found not a promoter, but a translator, someone who helps the modern user navigate noisy skincare trends with poise.

3. Rashmika Mandanna – Youthful Energy

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In 2024, Pilgrim onboarded Rashmika Mandanna to inject new energy into its haircare vertical. Known for her pan-India appeal, Rashmika brought with her a wave of relatability, warmth, and Gen Z magnetism. Her presence helped Pilgrim extend its reach into Tier 2 and Tier 3 cities, positioning it as not just a metro favorite but a nationwide movement. The brand's tagline, “The Secret is in the Mix,” carried forward here too, reiterated across categories, now with a younger, spunkier pulse.

4. Manisha Koirala: The Guiding Mascot

Where other brands might use Manisha Koirala as a nostalgic anchor, Pilgrim made her something more, a symbolic voice of wisdom. She isn’t a one-time feature. She’s woven into the brand’s evolving campaigns as “the wise Pilgrim,” a guiding figure who simplifies modern-day beauty complexities with depth and calm. In a world chasing instant gratification, Manisha represents slowness, care, and introspection, exactly what skincare should feel like.

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The Influencer Marketing: Reaching the Right Audience The Right Way

Influencer marketing today is no longer just a strategy. It is the holy grail of building brand presence inside the homes and hearts of people. For Pilgrim, this has been at the core of their growth. Since their active presence on social media began in September 2019, the brand has stayed consistently in tune with trending formats, creator collaborations, and relatable content, helping it evolve into a household name.

By involving influencers in product trials, authentic reviews, and educational reels, Pilgrim has not only boosted visibility but also improved their formulations based on real feedback. This open and adaptive approach has made their influencer collaborations genuinely impactful and not just promotional.

Sungjemish – Trusted Skincare Expert

Known as NDTV’s Skincare Influencer of the Year 2023, Sungjemish is celebrated for her honest skincare reviews. She does not promote a product unless she has tried and tested it herself, which has earned the trust of a large Gen Z audience. Her clean and informative content focuses on ingredient-based education, making her collaboration with Pilgrim feel natural and credible.

In her reel for Pilgrim, she not only showcased the usage of the product but also broke down what each ingredient does, which created awareness while subtly promoting. This style resonates well with skincare enthusiasts who prefer substance over fluff.

RJ Karishma – Humor Meets Tagline

RJ Karishma is a digital star known for her hilarious slice-of-life skits that instantly connect with the masses. In a collaboration with Pilgrim, she seamlessly weaved the brand's tagline "The Secret is in the Mix" into one of her acts. The product did not feel like a plug. It felt like part of the story and that is where the magic lies.This campaign proved that brand messaging, when delivered with humor and relatability, goes a long way in building recall.

Ranveer Allahbadia – The Podcast King’s Twist

In a standout campaign, Pilgrim teamed up with Ranveer Allahbadia, also known as BeerBiceps, for a fun self-interview-style reel. With over 2 million views, the video showed Ranveer asking himself about the secret to his success, to which he replied that it is a mix of everything. When asked about the secret to his glow, he cheekily revealed that he uses Pilgrim products because they also have the perfect blend of everything.
This smart mix of humor, storytelling, and product relevance made the reel both viral and valuable.

More Than Just Influencers: A Brand Community

These are just a few names from the wide network of influencers Pilgrim collaborates with. What sets the brand apart is its balance of entertainment and education, meme integrations, and a generous dose of giveaways that create a tight loop of visibility, trust, and engagement. Pilgrim does not just market products. It creates moments powered by creators who genuinely like and relate to what the brand stands for. That is what makes them a textbook example of how to utilise influencer marketing right from strategy to storytelling.

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The Marketing: More Than Just a Skincare Brand

Pilgrim isn’t just selling beauty products, it’s building a relationship. From celebrity campaigns to interactive street events and generous giveaways, the brand believes in meeting consumers where they are digitally, emotionally, and even physically. Whether it’s through humor, education, or festive collaborations, Pilgrim's marketing strategy is rooted in real conversations, relatability, and community.

1. Sales and Giveaways: A Brand That Loves to Give

Pilgrim has built a reputation for being generous when it comes to giveaways. Whether it’s the brand’s anniversary, Diwali, Christmas, or a mid-summer surprise, Pilgrim always finds a reason to celebrate with its audience. These aren’t just transactional events, they’re moments that spark curiosity and emotional engagement. People genuinely look forward to the next festive drop, hoping to win something exciting while feeling closer to the brand. Most giveaways are done in collaboration with other brands, which highlights Pilgrim’s belief in “growing together.” These partnerships add layers of joy to the campaign and help both brands tap into each other’s audiences.

Pilgrim x Baskin-Robbins

On Pilgrim’s birthday, the brand teamed up with Baskin-Robbins for a delightful campaign where winners didn’t just receive skincare goodies, they also got a personalised cake of their choice. It wasn’t just about gifting, but creating a wholesome, feel-good moment that resonated with every sense, beauty, taste, and joy.

Pilgrim x Lavie

In a similar festive giveaway, Pilgrim collaborated with Lavie to add a stylish twist to skincare. Winners walked away with luxury self-care kits paired with chic accessories, making self-care feel both indulgent and fashionable.

Pilgrim x Jisora