Kaya Unveils its Latest Campaign with Fatima Sana Shaikh, Advocating for Trust & Dermatological Expertise over Skincare Trends

Marico Limited, one of India’s leading FMCG companies, has unveiled the latest campaign for Kaya products*. The campaign features talented actor and brand ambassador Fatima Sana Shaikh, who brings to life Kaya’s stance on trusting expertise & science backed skincare, over fleeting fads and overwhelming beauty routines.

In the campaign films, Fatima playfully challenges quick-fix glow hacks, buzzworthy jargon, and complex multi-step regimens – calling out trend-chasing and urging viewers to trust the experts, just as she does. She advocates for Kaya’s product innovations in skincare, co-created with dermatologists and designed to deliver trusted, credible results for Indian skin.

In a world where skincare trends change by the season, the campaign reminds consumers that radiance isn’t found in viral hacks or makeshift remedies – lasting glow comes from trusting skincare experts that truly understand Indian skin.

With over 20 years of dermatological expertise in Indian skin, Kaya introduces Kaya Gluta Glow Face Serum – an efficacious formula with eight potent actives including the power of Glutathione, that delivers a visible glow from the very first use**.

With Fatima as the new face of the brand, Kaya enters an exciting new chapter – one where storytelling meets skin science, and beauty is led by knowledge, not noise.

The brand’s range of 75+ efficacious science-based personal care products is co-created with dermatologists, ranging from specialized solutions for skincare concerns like acne, dullness/pigmentation, sun protection, ageing, to hair & body care.

The films will roll out across leading digital platforms, reaching a wide audience of skincare-conscious consumers.