Kaya unveils its latest campaign with Fatima Sana Shaikh

The campaign reminds consumers that radiance isn’t found in viral hacks or makeshift remedies

by e4m Staff
Published: Sep 24, 2025 2:08 PM | 2 min read

Marico Limited has unveiled the latest campaign for Kaya products*. The campaign features 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**.

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.

*Marico exclusively handles the sales and marketing of 75+ Kaya’s product range outside of Kaya clinics

** Basis Consumer self-assessment in Clinical study, 2025