House Of Makeup has launched a new digital campaign centred on Hot Glossip, its latest lip gloss line aimed at addressing the needs of Indian consumers with pigmented lips. The campaign was released on the brand’s official Instagram account and marks the company’s continued focus on digital-first, direct-to-consumer marketing.
The video campaign introduces the product through a visual narrative that highlights the gloss’s application on a diverse range of skin tones, with a particular emphasis on texture, finish, and usability for double-toned lips. It avoids traditional beauty stereotypes, instead focusing on everyday wearability and comfort, and has been designed to appeal to a wide demographic through inclusive visual storytelling.
“We wanted to create a gloss that doesn’t stick and feels comfortable on lips. Most gloss products in the market don’t address pigmented or double-toned Indian lips. Hot Glossip takes care of this with its pigment-rich formula that evenly coats lips. It’s the perfect mix of juicy comfort and shine, giving your lips a glossy, hydrated look without the sticky mess,” said Harlin Sachdeva, Founder and CEO of House Of Makeup.
The Instagram reel serves as the campaign’s main vehicle, featuring all five shades of the gloss, with each one shown in use on different skin tones. The creative direction keeps the focus on functionality and coverage rather than glamour or embellishment.
By centring the campaign around representation and practicality, House Of Makeup aims to create visibility for an under-addressed consumer segment within the Indian beauty market. The Hot Glossip campaign continues the brand’s approach of aligning product launches with targeted digital engagement.
Watch the campaign here: Instagram Reel
