Everyuth’s AR Glow-Up with Snapchat Is Gen Z Beauty Marketing Done Right

Everyuth Naturals has taken its latest beauty launch to the next level by joining forces with Snapchat to introduce the Golden Glow Sheet Mask in a way that is anything but traditional. The brand has rolled out a fully interactive Augmented Reality experience that lets Gen Z users digitally try on the mask before they even head to the store.

Through Snapchat’s AR lens, the ‘Glow Up Lens’, users can explore curated looks like ‘Date Night Glow’ and ‘Party Night Glow’. This playful yet tech-forward feature is designed to do more than just show off a product. It invites users to engage, explore, and share, turning a simple sheet mask into a moment of self-expression.

With Gen Z making up nearly a third of India’s population and driving almost half of all beauty and personal care purchases, this demographic has become a major priority for brands. What sets them apart is not just their buying power, but their demand for brand experiences that are immersive, emotional, and most importantly, digitally native.

Tarun Arora, CEO and whole time director at Zydus Wellness, emphasized that the campaign reflects the company’s shift toward purpose-driven, innovative marketing. For them, this wasn’t just a launch. It was about meeting young consumers at the intersection of technology, beauty, and culture. The AR lens allows Everyuth to showcase its product while letting users personalize the experience.

Snapchat’s Amit Ojha also highlighted how the campaign succeeds by combining immersive tech with an emotional hook. For a beauty product like a sheet mask, the virtual try-on adds fun and functionality while making the launch instantly shareable.

This collaboration between Everyuth and Snapchat shows how AR can go beyond novelty to become a serious marketing tool. It offers an upgraded version of the product trial and places Gen Z at the center of the experience. For a generation that values individuality and expression, Everyuth’s glow-up lens might be the kind of innovation that sticks.

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