Targeting women in Tier 1 and Tier 2 cities, the campaign leverages digital platforms, social media
Glam21, a leading Indian cosmetics brand, has launched its latest campaign, #HaqSeHaseen, celebrating women’s right to feel confident and beautiful on their own terms. The campaign challenges societal beauty standards and promotes inclusivity, diversity, and self-love.
At the heart of #HaqSeHaseen is an inspiring film featuring three women who unapologetically embrace their individuality—one confidently owning her curves, another redefining beauty with short hair, and a spirited girl-next-door exuding determination. The campaign emphasises that beauty is not about conforming to norms but about self-expression, personality, and inner confidence.
“The phrase Haq Se (With the Right) reinforces that every woman has the right to define her beauty, while Haseen (Beautiful) signifies that true beauty is personal and diverse,” said Yuvika Saxena, Marketing Head, Glam21. “With this campaign, we aim to redefine beauty as a right, not a privilege, and empower women to embrace their individuality without hesitation.”
Targeting women in Tier 1 and Tier 2 cities, the campaign leverages digital platforms, social media, and influencer collaborations to build a community of self-assured individuals who challenge conventional beauty norms.
Founded in 2016 by Pradeep and Bikash Goyal, Glam21 is known for its affordable, high-quality cosmetics tailored to Indian consumers. With a presence in over 20,000 retail outlets across 400+ cities, as well as online platforms like Nykaa and Amazon, the brand continues to revolutionise beauty accessibility in India.
