New Delhi: Maliao Cosmetics, a beauty brand, has announced the launch of its new campaign, “Glow-Off with Maliao Cosmetics,” a celebration of duality in beauty and the multifaceted identities of young Indians today. The campaign blends cultural heritage with contemporary glamour, reinforcing the brand’s commitment to building a community that values individuality and innovation.
Rooted in the philosophy of “everyday glam,” the Glow-Off campaign positions Maliao’s product portfolio as approachable, versatile, and designed for consumers who seamlessly transition between multiple roles. From bold palettes to high-performance formulations, the brand aims to empower real-life creativity and self-expression. The campaign’s core message highlights that beauty is multidimensional—and that duality is a strength, not a contradiction.
Aligned with the ongoing wedding season, Maliao is also spotlighting its range as a complete wedding-glam essential. The collection caters to both traditional bridal aesthetics inspired by Indian cultural heritage and modern, minimalist, or Western-influenced wedding looks, making it a versatile choice for contemporary brides.
Speaking about the campaign, Tanveer Ali Khan, Founder, Maliao Cosmetics, said, “Glow-Off really represents who we are at our core: a brand that celebrates the richness of Indian beauty in all its forms. Today’s consumers don’t fit into one box, and neither should their makeup. With this campaign, we want to empower people to honor their roots, explore new expressions, and own every side of themselves with confidence.”
Reflecting emerging beauty trends among Gen Z and young millennials, Glow-Off’s central theme of “beauty in duality” mirrors the balance consumers strike—between tradition and experimentation, soft glam and bold statements, minimal elegance and creative expression. Maliao’s product lineup supports this spectrum with classic beauty staples such as foundations, compacts, eyeliners, and blushers, reimagined with lightweight textures, HD and waterproof formulas, inclusive shade ranges, and contemporary packaging.
The campaign draws aesthetic inspiration from Indian cultural motifs, reinterpreting them as minimal line illustrations, soft gradients, and clean visual layouts. This design direction ensures a fresh, modern look while remaining rooted in heritage. A Faceoff-inspired collection further showcases diversity in skin tones, makeup styles, and personal expressions, offering both soft and bold finishes suitable for everyday glam, celebratory occasions, and wedding-ready transformations.
As Maliao continues to expand its footprint in the beauty category, consumers can look forward to more hybrid innovations that merge skincare benefits with high-glam formulations, culturally inspired color palettes, and multi-functional products designed for today’s dynamic, multifaceted beauty needs.
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