Lakmē Launches Be-Jewel Collection with Kareena Kapoor Khan & Aneet Padda

MUMBAI, India, PRNewswire: The House of Lakmē, India’s first and largest makeup brand, has unveiled its latest campaign for the Lakmē Be-Jewel Collection, starring Kareena Kapoor Khan and Aneet Padda.

Drawing inspiration from the brilliance of jewels, the Be-Jewel collection redefines maximalism for the modern Indian woman. From pearl-like luminosity and ruby-sheen eyes to diamond-shimmer lips, this collection celebrates soft glam, diffused shimmers, and bold drama while staying effortless, wearable, and skin-friendly. Designed to work by day or night, Be-Jewel embodies Lakmē’s belief that makeup should be intuitive and transformative in just one swipe.

Kareena Kapoor Khan: A Timeless Icon of Indian Beauty

For over two decades, Kareena Kapoor Khan has reigned as a style and cultural icon. Her long-standing association with Lakmē continues to evolve, making her the face of beauty that goes beyond trends. From her iconic role as Poo in the 2000s to her unapologetic presence as a working mother, Kareena represents the ever-evolving spirit of Indian beauty.

Speaking about the campaign, Kareena Kapoor 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.”

Aneet Padda: The Gen Z Voice

Joining her in the campaign is Aneet Padda, who brings the voice of Gen Z into Lakmē’s beauty conversation. Speaking about what Lakmē Be-Jewel means to her, she noted: “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.”

Reimagining Maximalism for Today

Highlighting Lakmē’s new direction, 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 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.”

Continuing Lakmē’s Legacy

With the Be-Jewel campaign, Lakmē reinforces its position as India’s leading beauty and fashion brand, seamlessly bridging heritage with innovation and icons with new voices.

Explore Lakmē’s latest collections at lakmeindia.com