Lakmē, one of India’s largest makeup brand, has unveiled its newest campaign for the Lakmē Be-Jewel Collection, featuring long-time brand ambassador Kareena Kapoor Khan and rising star Aneet Padda.
Kareena Kapoor Khan and Aneet Padda shine in Lakmē’s Be-Jewel collection campaign
With Be-Jewel, Lakmē sets out to redefine maximalism for today’s women, blending jewel-inspired radiance with everyday wearability. The collection introduces pearl-like luminosity, ruby-sheen eyes, and diamond-shimmer lips — all designed to capture drama and glamour in a soft, effortless way. Whether worn by day or night, Be-Jewel reflects Lakmē’s philosophy that makeup should be intuitive and transformative in just one swipe.
Kareena Kapoor Khan, who has been associated with Lakmē for years, continues her role as the face of Indian glamour. Reflecting on the campaign, 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 in the campaign is Aneet Padda, who brings a fresh Gen Z perspective. She said: “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.”
Highlighting the brand’s vision, Sunanda Khaitan, Vice President – Lakmē, explained, “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 that Kareena represents timeless confidence, while Aneet embodies playful individuality, capturing the evolving spectrum of Indian beauty.
With Be-Jewel, Lakmē continues to bridge heritage with innovation, glamour with accessibility, and icons with new voices — reaffirming its status as India’s most influential beauty brand.
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