Mumbai: The House of Lakmē has announced the launch of its newest campaign for the Lakmē Be-Jewel collection, fronted by Kareena Kapoor Khan and Aneet Padda.
Inspired by the radiance of jewels — from pearl-like luminosity to ruby-sheen eyes and diamond-shimmer lips — Be-Jewel redefines maximalism for the modern Indian woman. The collection celebrates soft glam, diffused shimmers, color, and drama while staying effortless, wearable, and skin-friendly. Designed for both day and night, Be-Jewel embodies Lakmē’s philosophy that makeup should feel iconic, intuitive, and transformative in just a single swipe.
Kareena Kapoor Khan, who continues her long-standing relationship with Lakmē, brings her enduring glamour and cultural influence to the campaign. Reflecting on the launch, she said, “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.”
Joining her is Gen Z star Aneet Padda, who represents Lakmē’s evolving conversation with younger audiences. She shared, “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.”
Speaking on the campaign, Sunanda Khaitan, Vice President – Lakmē, said, “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.”
She further added, “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.”
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