THE WHAT? The House of Lakmē has named Aneet Padda as the new face of the brand, a move designed to align with Gen Z’s evolving approach to beauty and self-expression.

THE DETAILS Lakmē, India’s first and largest makeup brand, has a longstanding history of shaping local beauty culture by creating and championing new icons. The appointment of Aneet Padda reflects the brand’s intent to capture the attention of younger consumers who favour natural radiance, skin-forward formulations, and makeup that prioritises creativity and authenticity over heavy coverage.

Padda’s positioning as an ambassador emphasises a balance between minimalism and expression, signalling a shift in how the brand communicates beauty to a demographic that views makeup as a tool for individuality rather than perfection. The move underscores Lakmē’s strategy of staying relevant to younger audiences in an increasingly competitive Indian beauty market.

THE WHY? Gen Z consumers are driving significant change in beauty preferences, favouring skin health, natural looks, and self-expression over traditional full-coverage aesthetics. By onboarding Aneet Padda, Lakmē strengthens its cultural relevance, seeking to reinforce its market leadership and engage directly with a generation reshaping India’s beauty standards.

Source: PR Newswire