HYUE Announces Malaika Arora as Brand Ambassador for ‘Own It’ Campaign and VelvetteKiss Lipstick Launch

HYUE has named Malaika Arora as brand ambassador for its Own It campaign, launching with the VelvetteKiss Featherlight Lipstick. The collaboration includes interactive content and limited-edition lines to connect with Indian consumers.

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HYUE, an Indian colour cosmetics brand, has announced Malaika Arora as the face of its new campaign, Own It. The collaboration begins with the launch of the VelvetteKiss Featherlight Lipstick.

The lipstick is designed to provide featherlight comfort with a powdery matte finish and intense colour payoff in a single stroke. The shade palette includes everyday nudes, bold reds, and deeper tones crafted to suit a variety of Indian skin tones.

Malaika Arora’s work across fashion, beauty, and lifestyle aligns with HYUE’s philosophy of encouraging individuality, sophistication, and self-expression. Her role as brand ambassador forms part of HYUE’s effort to connect with consumers through aspirational products and design.

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According to Nabeel Kadri, Founder of HYUE, the brand is focused on creating products that combine quality and distinctive branding, "HYUE is built for the discerning beauty consumer who demands nothing less than the best. Our mission is to create aspirational products of world-class quality, brought to life through iconic branding and exquisite packaging."

Malaika Arora described HYUE as bold and forward-looking, reflecting her decision to partner with the brand, “HYUE is bold, enduring, and undeniably glamorous. Their aspirational products, world-class quality and timeless packaging make partnering with them instinctive — an exquisite Indian brand aspiring to rival the finest in the world.”

The collaboration will extend to interactive content and limited-edition product lines, aimed at engaging style-conscious consumers and expanding HYUE’s reach within the Indian market.

VelvetteKiss Featherlight Lipstick Indian colour cosmetics brand HYUE Malaika Arora