Marico Limited has announced the appointment of actor Fatima Sana Shaikh as the new brand ambassador for its Kaya product range. The move is part of the company’s broader strategy to strengthen its skincare portfolio, particularly in the science-backed segment.
Kaya’s skincare line, which is developed in collaboration with dermatologists, has been positioned to cater specifically to Indian skin. The products are marketed as part of Marico’s beauty and personal care division and are distinct from those offered at Kaya Clinics. Marico manages the sales and marketing of over 75 Kaya products outside the clinic network.
“We’re thrilled to welcome Fatima into the Kaya family,” said Akash Banerji, Executive Vice President, Head of the Beauty & Styling Digital Business, Marico. “She brings a perfect balance of confidence, relatability, and a progressive take on beauty – qualities that deeply resonate with our consumers. Today’s skincare audience is more informed and discerning than ever, yet paradoxically, also more overwhelmed. Our goal is to bring ease and simplicity back into the skincare journey. We believe that science should empower and not complicate – and Fatima’s persona embodies this spirit. This partnership celebrates the freedom to choose skincare that’s grounded in years of trust and credibility, delivered by Kaya skincare experts.”
Commenting on the association, Fatima Sana Shaikh said, “Skincare today can feel overwhelming – so many trends, so much advice, and still, so much confusion. What I love about Kaya products is that it cuts through the noise. As a brand offering a wide range of products which are co-created with dermatologists, it’s built on trust. Rooted in science and made for Indian skin, Kaya gives you the confidence to stop second-guessing and trust what works. That, to me, is powerful and authentic beauty, the kind that stays. It’s not about chasing trends but trusting the experts.”
Kaya’s product range includes solutions for acne, pigmentation, sun protection, ageing, as well as hair and body care. The formulations are intended for regular use and combine clinical inputs with accessible skincare routines.
The company states that with this development, it aims to reinforce its focus on informed skincare choices supported by dermatological knowledge.
