Indian beauty brand HYUE has announced Bollywood icon Malaika Arora as the face of its new campaign, Own It. The collaboration was unveiled with the launch of the brand’s latest innovation, the VelvetteKiss Featherlight Lipstick.
The lipstick promises a powdery matte finish with rich colour that glides on in just one stroke. Designed with Indian consumers in mind, the collection includes a palette of everyday nudes, bold reds, and deeper shades to complement a wide range of Indian skin tones.
For HYUE, bringing Malaika Arora on board was a natural choice. Known for her elegance and influence across fashion, beauty, and lifestyle, Malaika embodies the campaign’s core philosophy of individuality, sophistication, and self-expression. “HYUE is bold, enduring, and undeniably glamorous,” Malaika said. “Their aspirational products, world-class quality and timeless packaging make partnering with them instinctive, an exquisite Indian brand aspiring to rival the finest in the world.”
Nabeel Kadri, Founder of HYUE, echoed the sentiment. “HYUE is built for the discerning beauty consumer who demands nothing less than the best. Our mission is to create aspirational products of world-class quality, brought to life through iconic branding and exquisite packaging. Malaika personifies this ethos with effortless grace and timeless allure,” he said.
Adding to this, Pradeep Banerjee, Co-founder of HYUE and former Executive Director at Hindustan Unilever, explained the brand’s vision: “HYUE represents a modern, forward-thinking vision of beauty. With our expertise in formulation and our deep understanding of the Indian consumer, we aim to create products that inspire confidence in every use.”
The collaboration will not only feature advertising campaigns but also include interactive digital content and exclusive, limited-edition product lines. This strategy aims to strengthen HYUE’s connection with India’s style-conscious consumers and establish the brand as a premium name in the beauty industry.
With Malaika Arora’s timeless appeal and HYUE’s focus on quality and innovation, the Own It campaign marks a bold step in redefining beauty standards for modern India.