Mumbai: L’Oréal India has brought in Rushina Vakharia as Assistant General Manager — Communication and Content for Maybelline New York India. Vakharia, who joins in June 2026, moves across from Unilever where she spent over six years in increasingly senior digital, content, and media roles.
Her most recent position at Unilever was as Digital Content, Social Media and Creators Lead for Lakme Color Cosmetics, a role she held from December 2022 through January 2026. In that capacity she led full-funnel content and media deployment strategies for one of India’s largest color cosmetics franchises, managing creator partnerships, digital platform relationships, and integrations with pop culture properties including Lakme Fashion Week.
Alongside the Lakme role, Vakharia also served as Brand Manager for BeBeautiful — Unilever’s owned digital content platform — from December 2022 to April 2024, where she oversaw the property’s evolution into a multi-platform content ecosystem spanning six digital touchpoints. During her tenure, she drove a 65 per cent improvement in SEO performance and a 110 per cent growth in first-party data, with downstream gains including a 40 per cent reduction in customer acquisition costs.
Before moving to the brand side, Vakharia spent nearly a decade in media planning. She joined Unilever’s media team in November 2017 as Assistant Media Manager for the Beauty and Personal Care category, managing investments across Dove, Lakme, TRESemmé, Axe, Sunsilk, and several other major HUL brands. Prior to that, she was at PHD Media for close to four years, rising from Media Manager to Director of Digital Planning and leading the HUL beauty portfolio through landmark digital campaigns including the award-winning 360-degree launch of Baby Dove in India.
Her career began at Draft FCB Ulka, where she trained across media buying and account management for clients including Tata Motors, Nerolac, Jaguar Land Rover, and Cathay Pacific. She holds an MBA in Marketing from MET and a Master of Commerce from the University of Mumbai.
