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…
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