On September 19, 2025, the House of Lakmē, India’s first and largest makeup brand, launched its vibrant Be-Jewel collection campaign, fronted by brand ambassadors Kareena Kapoor Khan and Aneet Padda. Inspired by the luminous radiance of jewels, the collection features pearl-like sheen, ruby-inspired eyes, and diamond-shimmer lips—redefining maximalism as everyday soft glam that’s diffused, wearable, and effortless.
Iconic Maximalism For The Modern Indian Woman
The launch marks Lakmē’s response to the return of maximalism in global fashion and beauty. But as Sunanda Khaitan, Vice President of Lakmē, explains, “Around the world, we’re seeing maximalism return in fashion and beauty but in India, women want it with a twist: glamorous yet effortless, luxe yet wearable. Being India’s largest and most iconic beauty brand, Lakmē Be-Jewel is our response to this trend; jewel-like radiance in a collection which is easy to use, every single day.”
Lakmē Be-Jewel celebrates soft glam, shimmers, color, and drama—infusing a touch of luxury that’s approachable for everyday wear. Whether by day or by night, the campaign expresses Lakmē‘s belief that ‘makeup shouldn’t need artistry to feel iconic; it should be intuitive, light, and transformative in a single swipe.’
Kareena Kapoor Khan: Timeless Glamour & Cultural Shift
Continuing her longstanding relationship with Lakmē, Kareena Kapoor Khan brings the face of beauty’s cultural shift into focus. Talkin about her journey, she says, “Lakmē has been a constant in my journey — timeless, yet always ahead of the curve. What I admire about Lakmē Be-Jewel is how it brings a modern edge to glamour, making it feel effortless and everyday. That hint of shimmer has a way of lifting you instantly — whether you’re on the red carpet or in the middle of a busy day. To me, true style isn’t defined by age; it’s about confidence, presence, and the way you choose to own every moment.”
The campaign positions Kareena Kapoor Khan as an ever-evolving icon who sets the terms of what relevance means in Indian beauty, demonstrating that personality and style matter more than fleeting trends.
Aneet Padda: Generation Z’s Playful Spirit
Joining Kareena in the campaign is Aneet Padda, whose energy and playful approach reflect Gen Z’s take on beauty. “For me, beauty isn’t in perfection, it’s in the play. Be-Jewel lets me try, mix, and layer till it feels like my story, not anyone else’s,” says Aneet. Lakmē’s aim is to make beauty intuitive and personal, championing uniqueness and experimentation for all ages.
Celebrating Inclusivity and Individual Journeys
Khaitan talks about Lakmē’s commitment to inclusivity, “For Lakmē, inclusivity has never been just about skin tones, it’s also about celebrating diverse journeys. Kareena brings with her the confidence and presence that show beauty isn’t defined by a moment in time – it evolves, sharpens, and continues to inspire. Alongside Aneet’s fresh Gen Z energy, this campaign captures the full spectrum of what beauty means in India today: iconic, expressive, and unapologetically individual.”
Lakmē’s latest collection and campaign bridge heritage with innovation and icons with new voices, reinforcing its place as a leader in defining Indian beauty.
About Lakmē
For over fifty years, Lakmē has combined international technology with Indian beauty expertise, constantly innovating in performance, cruelty-free skincare and cosmetics. The brand is also a regular force at Lakmē Fashion Week, India’s largest fashion event, emphasizing the intersection of beauty, style, and cultural innovation.
Lakmē’s Be-Jewel Collection promises jewel-like radiance, intuitive use, and iconic transformation—inviting all to embrace maximalism in an effortless, uniquely Indian way.
