Lakmē, India’s first and largest makeup brand, has announced Aneet Padda as its new brand ambassador. The move highlights the company’s strategy to connect more deeply with Gen Z consumers, a group reshaping the beauty landscape with their unique approach to self-expression and natural aesthetics.
For decades, Lakmē has played a pioneering role in shaping India’s beauty culture, creating and championing some of the country’s biggest icons. By bringing Aneet Padda on board, the brand signals a fresh direction, one that mirrors the values of younger consumers who prefer skin-forward formulas, natural radiance, and authentic expression over heavy, full-coverage looks.
Padda embodies this new beauty code. Her philosophy emphasizes balance: minimal makeup doesn’t mean no makeup, but the right makeup. She represents a shift toward makeup as a tool for creativity and individuality, rather than a mask for perfection. Her style embodies effortless radiance, subtle enhancements, and playful experimentation, aligning perfectly with what Gen Z seeks in their beauty routine.
The appointment also underlines Lakmē’s efforts to stay competitive in India’s fast-evolving beauty market, where homegrown startups and global giants are vying for the attention of younger audiences. Gen Z, known for prioritising skin health and authenticity, has already influenced brands worldwide to rethink their approach to product development and marketing.
With Aneet as the face of the brand, Lakmē positions itself as a leader in this cultural shift.
The collaboration is not just about endorsing products; it’s about redefining the conversation around beauty. Padda’s presence brings freshness and relatability, offering inspiration to young consumers who view makeup as an integral part of their identity, not just a beauty ritual.
By spotlighting individuality and creativity, Lakmē aims to reinforce its legacy of innovation while ensuring it remains relevant for the future. With Aneet Padda as its ambassador, the brand opens an exciting new chapter, one that celebrates beauty as effortless, expressive, and uniquely personal.
To explore Lakmē’s latest innovations, visit www.lakmeindia.com or follow @LakmēIndia