The House of Lakmē, India’s pioneering and largest makeup brand, has announced a dynamic new partnership with Bollywood’s freshest face, Aneet Padda, marking a pivotal shift in the brand’s vision for the next generation of beauty lovers. In welcoming Aneet as its new ambassador, Lakmē sets the tone for a contemporary beauty narrative designed specifically for Gen Z: one where natural radiance, creative self-expression, and skinified formulas replace the drive for perfectionistic coverage.
A Bold New Chapter for Lakmē
Headquartered in Mumbai, Lakmē has been influential in shaping Indian beauty culture for over 50 years. With the addition of Aneet Padda to its roster, the brand is reinforcing its leadership and spotlighting fresh, authentic voices for young consumers across the country. The press release underscores Lakmē’s aim to celebrate new beauty codes, prioritizing individuality and modernity.
For decades, Lakmē hasn’t just recognized beauty icons—it has cultivated them, evolving alongside shifting trends and consumer aspirations. This latest collaboration with Aneet crystallizes Lakmē’s legacy of shaping and responding to Indian beauty ideals, with a keen eye for what moves and inspires a younger audience.
Aneet Padda’s Philosophy: Beauty as Balance
Described in the release as representing a shift away from viewing beauty as a mask, Aneet Padda’s approach embodies Gen Z’s preference for minimalism, authenticity, and statement-making creativity. She champions natural radiance, subtle enhancements, and playful touches in makeup, each tailored to be wearable and always a little experimental.
Aneet herself articulates this philosophy: “For me, makeup is never about covering up, it’s about showing who you are. I love makeup that feels effortless yet makes a statement, and Lakmē’s philosophy truly reflects that balance. I’m thrilled to partner with a brand that inspires creativity and encourages women to experiment and express themselves confidently”.
Lakmē’s Evolution: Embracing Gen Z Beauty
Lakmē’s Vice President, Sunanda Khaitan, speaks to the partnership’s significance in the context of the evolving beauty industry, “Lakmē has always been ahead of the curve in spotting talent and shaping beauty conversations. With Aneet, we are embracing the way beauty itself is evolving from high-coverage perfection to effortless, expressive, modern makeup that reflects how Gen Z wants to experience beauty.”
This explicit reference to effortless, expressive, modern makeup places Lakmē firmly in line with consumer trends favoring conscious, less-is-more aesthetics and the celebration of individuality. With Gen Z redefining traditional standards, Lakmē’s ongoing collaborations and updated product lines signal its commitment to inclusivity and creative empowerment.
Innovating With Purpose
Lakmē stands out in the Indian beauty landscape for its devotion to high-performance, cruelty-free skincare and cosmetics. Combining global technology with deep Indian beauty expertise, Lakmē’s portfolio reflects decades of innovation. The company’s impact extends beyond products; its longstanding association with Lakmē Fashion Week—the country’s largest fashion event—brings together bold style, beauty innovation, and cultural creativity under one roof.
Shaping the Future of Indian Beauty
With Aneet Padda now leading the brand into a new era, Lakmē is reinforcing its place not just as a beauty expert, but as a champion of individuality, creativity, and new voices. This partnership, which aligns with Gen Z’s pursuit of authenticity and freedom of expression, ensures Lakmē remains at the forefront of cultural and aesthetic conversations in India.
In a rapidly-changing market defined by young tastemakers and evolving standards, Lakmē’s collaboration with Aneet Padda is both a celebration of the present and a statement of future intent. By embracing creative experimentation and effortless beauty, Lakmē continues to inspire women across the country to see makeup not as a mask, but as the ultimate form of self-expression.
