Mumbai: Premium beauty brand HYUE has named ZeroFifty Mediaworks as its agency of record, marking a strategic move to scale its market presence through impactful brand storytelling and integrated communications. The partnership comes at a time when the colour cosmetics category in India is witnessing significant growth, driven by demand for clean, conscious, and high-performance products.
HYUE, co-founded by former Unilever supply chain veteran Pradeep Banerjee and media entrepreneur Nabeel Kadri, offers a curated line of cruelty-free, vegan, and skin-first cosmetics aimed at Indian consumers seeking globally benchmarked quality. Its initial product portfolio includes liquid lipsticks, lip oils, lip plumpers, and a range of gel and chrome nail paints.
“We created HYUE to address a gap between consumer aspiration and what’s available in the market. Our vision is to make beauty bold, clean, and credible,” said Pradeep Banerjee, co-founder of HYUE. “ZeroFifty Mediaworks brings the right blend of strategic clarity and creative energy needed to bring our brand alive across channels.”
ZeroFifty Mediaworks, founded in 2024 by former Lowe Lintas leaders, describes itself as a boutique brand consultancy with a focus on crafting culturally resonant brand meaning in a hyper-fragmented media environment. The agency will lead HYUE’s brand strategy, creative communications, and content design mandates.
“HYUE represents more than a new entrant in the beauty category — it is a cultural movement rooted in expressive beauty and high-performance formulation,” said Rajiv Chatterjee, co-founder of ZeroFifty Mediaworks. “Our role is to shape a compelling brand narrative that drives mental availability, emotional relevance, and behavioural traction.”
As India’s beauty landscape evolves, HYUE’s alliance with ZeroFifty Mediaworks signals its intent to compete not just on product innovation but on sharp brand meaning and market storytelling — key levers in building premium equity and long-term consumer engagement.
