Colors Queen Cosmetics Steps into Bollywood with ‘Masti 4’ Collaboration

Colors Queen Cosmetics has made its Bollywood debut with an on-screen collaboration in the latest installment of the popular comedy franchise Masti 4, marking a significant step in the brand’s growing cultural footprint. After the film’s release, the beauty label revealed details of how its products were seamlessly woven into the narrative, extending visibility beyond the screen into promotions, digital campaigns, and premiere-week activities.

The collaboration was driven by the film’s high-energy, playful vibe and its stylish female cast, whose screen presence naturally aligned with the brand’s colourful, accessible beauty positioning. For Colors Queen, the partnership offered an opportunity to bring everyday makeup into a mainstream cinematic setting without disrupting storytelling, making the products appear aspirational yet relatable. This Bollywood project follows the brand’s earlier association as the beauty partner for the Raabta event featuring Kangana Ranaut, an experience that helped build confidence for a full-fledged film placement venture.

Within the movie, several of the brand’s popular products make organic appearances during vanity table sequences, beauty prep moments, and close-up styling scenes. The intergrations feature items including the Sheer Lip Tint, Color Stay Non-Transfer Lipstick, and Totally Matte Non-Transfer Lipstick  products already known for their everyday appeal reinforcing the idea of practical glamour rather than over-stylised beauty.Commenting on the collaboration, Nitin Panjwani, Co-Founder of Colors Queen Cosmetics, said the partnership felt like a natural fit given the film’s expressive energy, adding that watching the brand’s products blend into the narrative felt both validating and exciting. He noted that the association helps further the brand’s aim of making trend-driven makeup accessible to a wider audience and hinted that this marks only the beginning of similar cultural collaborations ahead.

Beyond the film itself, Colors Queen amplified the partnership across multiple marketing touchpoints, including digital content, influencer collaborations, social media reels, selective trailer placements, visibility at the movie’s premiere event, and the release of behind-the-scenes footage. These extensions allowed the brand to maintain audience engagement both before and after the film’s release, ensuring that the collaboration carried impact beyond the cinema hall.By aligning with Masti 4, Colors Queen takes a decisive step toward cultural storytelling, where beauty products become part of everyday pop culture moments rather than isolated endorsements. Bollywood’s emotional pull and mass visibility offer the brand a platform to reinforce its core message  that beauty should be fun, expressive, and accessible to all  while positioning itself at the intersection of entertainment and lifestyle.