Mumbai: HYUE, a colour cosmetics brand known for bold innovation and its product-first philosophy, has announced Malaika Arora as the face of its new beauty statement, Own It. The campaign launches alongside the debut of VelvetteKiss Featherlight Lipstick.
Malaika’s enduring influence in fashion, beauty, and lifestyle makes her a natural fit for HYUE’s philosophy of celebrating self-expression, sophistication, and individuality. The VelvetteKiss Featherlight Lipstick offers plush, featherlight comfort with a smooth, powdery matte finish and intense colour payoff in a single stroke. Its shade range spans effortless everyday nudes to bold reds and dramatic tones, designed to flatter diverse Indian skin tones.
“HYUE is built for the discerning beauty consumer who demands nothing less than the best. Our mission is to create aspirational products of world-class quality, brought to life through iconic branding and exquisite packaging. Malaika personifies this ethos with effortless grace and timeless allure. Her association with HYUE marks an exciting new chapter in our journey to redefine beauty for the modern Indian consumer,” said Nabeel Kadri, Founder, HYUE
“HYUE represents a modern, forward-thinking vision of beauty,” said Pradeep Banerjee, Co-Founder of HYUE and former Executive Director at Hindustan Unilever. “With our expertise in formulation and our deep understanding of the Indian consumer, we aim to create products that inspire confidence in every use.”
“HYUE is bold, enduring, and undeniably glamorous. Their aspirational products, world-class quality and timeless packaging make partnering with them instinctive — an exquisite Indian brand aspiring to rival the finest in the world,” commented Malaika Arora
The collaboration will span interactive social content and limited-edition product lines, deepening HYUE’s connection with style-conscious, confident consumers across India.
