The collaboration brings together fine jewellery and beauty for the first time, positioning everyday styling as a seamless blend of self-expression, confidence and modern lifestyle
Mia by Tanishq and Lakmē have announced a strategic collaboration aimed at redefining everyday fashion by combining fine jewellery and beauty into a single lifestyle proposition for India’s young consumers.
The partnership brings together Mia’s Sunkissed Collection and the Lakmē 9to5 Hya Beach Edit, reflecting the growing trend of consumers incorporating jewellery and beauty into their daily routines rather than reserving them for special occasions.
A New Approach to Everyday Styling
The collaboration will launch with an influencer-led “summer styling stack” campaign featuring creators across fashion, beauty, travel and lifestyle segments. The campaign will showcase how minimalist jewellery and a sun-kissed beauty look can be combined for everyday wear, from casual outings to office looks.
According to the companies, the initiative is based on the insight that younger Indian consumers increasingly view jewellery and beauty as complementary elements of personal identity and self-expression, creating an opportunity to bridge two traditionally separate categories.
Brands Aim to Build Lifestyle Association
Commenting on the partnership, Shyamala Ramanan, Business Head, Mia by Tanishq, said the collaboration aligns with the brand’s philosophy that jewellery should be an everyday expression rather than being limited to festive or ceremonial occasions.
She added that partnering with Lakmē allows both brands to inspire women to embrace confidence and self-expression through effortless styling every day.
Ashwini Rao, Vice President, Lakmē, said modern consumers no longer view style as occasion-driven but as an everyday habit.
She noted that the Lakmē 9to5 Hya Beach Edit was developed to deliver a hydrated, sun-kissed look suitable for daily wear, while the collaboration with Mia extends that aesthetic through minimalist jewellery.
Long-Term Collaboration Planned
Beyond the initial campaign, Mia by Tanishq and Lakmē said they plan to roll out a series of marketing campaigns, festive activations and collaborative initiatives over the coming months to strengthen their positioning around everyday style and self-expression.
The companies believe the partnership represents the first deliberate collaboration between a jewellery and beauty brand in India focused on integrating both categories into consumers’ everyday lifestyles.
Mia, part of the Tanishq portfolio, currently operates more than 290 exclusive stores and is present in over 300 Tanishq outlets across 110 Indian cities, while Lakmē remains one of India’s leading beauty and skincare brands under Hindustan Unilever.
