Inspired by jewels, fronted by Kareena: Lakmē channels the ‘soft glam’ aesthetic in new campaign

Kareena Kapoor Khan, the uncontested Bollywood queen with her effortless style, unpretentious way of talking, and flawless beauty, now features in the latest campaign of the country’s leading cosmetics brand, Lakmē. Called ‘Lakmē Be-Jewel,’ the campaign takes inspiration from jewels and is banking on Kareena’s ability to influence the minds of the beauty-conscious. The campaign comes with the motto: “modernise maximalism yet with a touch of soft glam and diffused shimmers”.

But how does one do that? “For me, maximalism today isn’t about piling it on, it’s about celebrating shimmer, colour, and playfulness in a way that still feels effortless. That’s where “soft glam” comes in—it’s the balance of looking luminous without looking overdone,” Kareena tells Fortune India. “With this campaign, I love how maximalism has been reimagined for everyday life. You can wear it for a brunch as easily as you can for a red-carpet moment, and that’s the kind of beauty I relate to.”

Over the years, the use and interpretation of beauty and the way one presents oneself have changed. Cultural shifts continue to play a key role in the way one looks. Subtle, or demure as Gen Z calls it, looks have replaced ostentatious presentations. The fashionistas prefer light makeup, perhaps with a slightly bolder set of accessories. 

“Culture plays such a big role. In the 2000s, it was all about the Poo lip gloss and heavy kohl eyes—that was the vibe. Today, women want products that keep pace with their lives: multitasking, skin-friendly, and easy to apply,” says Kareena. “My makeup now reflects that too—I don’t feel the need to be ‘perfect’. I just want to feel like myself, whether I’m on set, at an event, or just spending time with my kids.”

Then comes the time factor—dawn to dusk and beyond. Traditionally, the daytime style varied from the preferences for the night. But that may no longer be the case as Kareena explains.  “Honestly, I don’t believe day-to-night makeup needs to be two completely different looks anymore. In the past, “day” meant bare and “night” meant full drama. Now, it’s about building on what you already have, maybe a tint and kajal for the day, and then a shimmer swipe or bold lip for the night. It’s all about layering, not starting over. And I’ve always believed less fuss, more impact.”

Kareena says what excites her about the campaign is that it feels celebratory without being intimidating, with “that touch of shimmer and a hint of glow that instantly lifts one’s mood”. “And I love how the campaign blends timeless glamour with fresh, contemporary energy. It shows that beauty isn’t one box or definition, it’s about embracing every phase, every mood, every personality.”

Lakmē speaks to the “modern Indian woman” through the campaign. But who is she really, in Kareena’s eyes? “For me, the modern Indian woman isn’t defined by her appearance at all—it’s her confidence, her choices, and the way she expresses herself. She can be in a saree or in streetwear, she can love bold shimmer or just a hint of tint. What makes her modern is her individuality. And that’s exactly what Lakmē Be-Jewel celebrates—beauty that adapts to you, not the other way around.” Kareena distilled what the world already sees in her—an icon of self-assured individuality.