Mumbai, 13th March, 2026: The House of Lakmē, India’s iconic beauty brand, unveils ‘I Earned It’, a new campaign for its latest innovation, the Lakmē 9to5 Hya Beach Edit, its first-ever SPF-infused makeup range. Featuring brand ambassador Aneet Padda, the campaign brings to life a bold new promise for Indian summer, makeup that lets you step into the sun with confidence and ease.
For years, Lakmē 9to5 has celebrated the ambition and confidence of the working Indian woman. With this campaign, the brand shifts the lens to something equally important; her right to pause, take a breather and enjoy the moments she has worked hard for. Anchored in the campaign thought ‘I Earned It,’ the story captures the spirit of a generation that gives its all at work and embraces downtime with the same confidence.
At the heart of the campaign is the modern Lakmē 9to5 woman who moves through her day on her own terms; from work calls to sunset plans never slowing down for the heat. From workdays and coffee runs to vacations and sundowners, her life moves effortlessly between indoor polish and outdoor glow, with beauty that keeps pace.
Speaking on the new launch, Sunanda Khaitan, CMO, Beauty & Wellbeing, HUL, said: “The Lakmē woman has always been the working Indian woman who is independent, confident and constantly on the move. Living in a country with high sun exposure made us rethink what long-wear beauty should truly deliver. At Lakmē we are constantly innovating to create beauty solutions that respond to the realities of Indian consumers and their lifestyles. With the Lakmē 9to5 Hya Beach Edit, we are introducing our first SPF-infused makeup range powered by Hyaluronic Acid, bringing together sun protection, hydration and high-performance colour in one effortless step. Through Aneet Padda, we wanted to bring together the spirit of Lakmē’s long-standing audience with a new generation of working women who approach beauty with the same confidence and individuality.”
The Lakmē 9to5 Hya Beach Edit is designed to stay intact in heat and humidity, with sweat-proof, transfer-proof and water-proof formulas infused with SPF and powered by Hyaluronic Acid for lasting hydration. Created for Indian skin and climate, the range blends skincare and colour seamlessly, delivering breathable, lightweight finishes that feel fresh, look effortless and perform confidently under the sun.
Brand Ambassador Aneet Padda added, “As someone constantly balancing the demands of work and life, this campaign felt deeply personal to me. ‘I Earned It’ is more than a line; it’s a reminder to celebrate yourself without guilt and to own your moments of joy unapologetically. The Lakmé Beach Edit campaign reflects that spirit beautifully. It’s makeup that is fresh, effortless, and designed for real life whether you’re powering through your day or finally stepping away for that well-deserved break. It moves with you, just like you move through it all.”
Mihir Chanchani, Sr. Exec Creative Director & Creative Head – Beauty & Luxury, Ogilvy West and Zenobia Pithawalla, Sr. Exec Creative Director & Creative Head – Beauty & Luxury, Ogilvy West. explained, “This campaign has given us an opportunity to unabashedly bring alive Gen Z’s attitude towards work – work so that you can play the way you want. They don’t shy away from the hustle and own their time off via beach selfies and the latest vacay looks. The vibe is self-assured, fun and effortlessly cool and the message clear – I earned it!”
The Lakmē 9to5 Hya Beach Edit collection is now available at www.lakmeindia.com, across leading marketplaces and at retail stores nationwide.
