22nd September 2026 New Delhi: Glam 21 is a well-known makeup brand offering accessible and trend-focused beauty products, has launched a new micro-drama series inspired by the visual appeal and storytelling of Mirco dramas. Built around the relatable theme of “third-wheeling,” the series brings friendship, romance, and everyday awkward moments through a fun episodic storyline.
The campaign blends Glam 21’s beauty identity into the storyline, featuring its makeup essentials for lips, eyes, and complexion, including the Tint It Lip Balm and Double Drama Eyeliner plus Kajal. The products are woven into the characters’ everyday looks and on-screen moments. Spanning nine episodes, the series features creators and performers who bring the characters and their relationships to life, with each episode bringing curiosity around what happens next. The series has been launched across social media, led by Instagram Reels and YouTube.
The spokesperson Bikash Goyal Co-founder of Glam21believes that beauty can be narrated through stories, moments, and formats that feel relevant to today’s audience. With this micro-drama series, we wanted to explore a more engaging way to bring beauty into everyday life. The ‘third-wheeling’ storyline adds humour, friendship, and relatable moments. The episodic format gives viewers a reason to follow the journey. Through a campaign like this, Glam 21 built to explore fresh ways of connecting beauty with the culture and conversation that matter to younger audiences.”
The launch marks Glam 21’s move to entertainment-led content, a format familiar to younger digital audiences. The campaign aims to engage Gen Z and a young beauty audience through storytelling, rather than conventional product-led communication. The approach also reflects the large switch towards short-form formats that combine entertainment with brand experience.
With its episodic storytelling, relatable relationships, and beauty-led character styling, the series offers a new way to experience Glam 21 beyond conventional product communication. It brings the brand’s essential makeup into everyday life.
Episode links
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