Mumbai: Lakmē has unveiled its latest campaign ‘I Earned It’ to introduce the Lakmē 9to5 Hya Beach Edit, the brand’s first SPF-infused makeup range, celebrating the spirit and confidence of the modern Indian woman. The campaign features brand ambassador Aneet Padda in a sun-soaked narrative that highlights effortless summer beauty and self-confidence.
With the new campaign, Lakmē builds on the legacy of its 9to5 portfolio, which has long celebrated the ambition and independence of the working Indian woman. The new narrative expands that lens, focusing not just on her professional drive but also on her right to pause, unwind and enjoy the moments she has worked hard for. Anchored in the thought ‘I Earned It’, the campaign reflects a generation that balances work and downtime with equal confidence.
The story centres on the modern Lakmē 9to5 woman who moves seamlessly through her day — from meetings and coffee runs to vacations and sunset plans — with beauty solutions that keep pace with her lifestyle. Designed for Indian summers, the Lakmē 9to5 Hya Beach Edit combines skincare and makeup, delivering lightweight finishes while offering sun protection and hydration.
Speaking on the launch, Sunanda Khaitan, CMO, Beauty & Wellbeing at Hindustan Unilever Limited, said, “The Lakmē woman has always been the working Indian woman who is independent, confident and constantly on the move. Living in a country with high sun exposure made us rethink what long-wear beauty should truly deliver. At Lakmē we are constantly innovating to create beauty solutions that respond to the realities of Indian consumers and their lifestyles. With the Lakmē 9to5 Hya Beach Edit, we are introducing our first SPF-infused makeup range powered by Hyaluronic Acid, bringing together sun protection, hydration and high-performance colour in one effortless step. Through Aneet Padda, we wanted to bring together the spirit of Lakmē’s long-standing audience with a new generation of working women who approach beauty with the same confidence and individuality.”
The Lakmē 9to5 Hya Beach Edit range is designed to withstand heat and humidity, featuring sweat-proof, transfer-proof and water-proof formulas infused with SPF and powered by Hyaluronic Acid for lasting hydration. Created specifically for Indian skin and climate conditions, the products aim to deliver breathable, lightweight coverage while blending skincare and colour seamlessly.
Brand ambassador Aneet Padda added, “As someone constantly balancing the demands of work and life, this campaign felt deeply personal to me. ‘I Earned It’ is more than a line; it’s a reminder to celebrate yourself without guilt and to own your moments of joy unapologetically. The Lakmé Beach Edit campaign reflects that spirit beautifully. It’s makeup that is fresh, effortless, and designed for real life whether you’re powering through your day or finally stepping away for that well-deserved break. It moves with you, just like you move through it all.”
The campaign was conceptualised by the beauty and luxury team at Ogilvy. Mihir Chanchani, Sr. Executive Creative Director & Creative Head – Beauty & Luxury, Ogilvy West, and Zenobia Pithawalla, Sr. Executive Creative Director & Creative Head – Beauty & Luxury, Ogilvy West, explained:
“This campaign has given us an opportunity to unabashedly bring alive Gen Z’s attitude towards work – work so that you can play the way you want. They don’t shy away from the hustle and own their time off via beach selfies and the latest vacay looks. The vibe is self-assured, fun and effortlessly cool and the message clear – I earned it!”
The Lakmē 9to5 Hya Beach Edit collection is now available on Lakmē’s official website, across leading online marketplaces and at retail stores across India.
