Campaign focuses on versatile, culturally rooted beauty for Gen Z and millennial consumers
India’s beauty brand Maliao Cosmetics on Tuesday launched a new campaign, “Glow-Off,” aimed at appealing to younger consumers who balance traditional and contemporary beauty preferences.
The campaign promotes what the company calls “everyday glam,” focusing on versatile products designed for users who shift between multiple roles. Maliao said the range includes large palettes and long-wear formulations intended to support diverse looks, from minimal to high-impact.
The brand is also positioning the collection as a wedding-makeup line, targeting both traditional bridal styles and modern, minimalist trends.
“Glow-Off really represents who we are at our core: a brand that celebrates the richness of Indian beauty in all its forms. Today’s consumers don’t fit into one box, and neither should their makeup. With this campaign, we want to empower people to honour their roots, explore new expressions, and own every side of themselves with confidence”, founder Tanveer Ali Khan said in a statement.
Maliao said the campaign takes cues from Indian cultural motifs, using simplified design elements and updated packaging. The collection includes foundations, powders, eyeliners and blushes in lightweight and waterproof textures, with expanded shade options.
Maliao said in the statement that they aim to accelerate its push toward hybrid beauty offerings with combining skincare benefits with glam-forward performance, and collections inspired by cultural narratives. The company expects growing demand for products that support the evolving, multi-faceted identities of India’s beauty consumers.
