Swiss Beauty has launched AWAKEN, a new eye makeup collection comprising four products focused on precision, definition, volume and wear. The range went live on 7 September.
The collection includes Mascara, Liquid Eyeliner, Kajal and Pen Eyeliner, with each product built around a distinct performance proposition. The Kajal offers up to 24-hour wear, while the Liquid Eyeliner provides up to 18-hour wear. The Mascara is positioned to deliver 3X volume, while the Pen Eyeliner is designed for ultra-precise application. The Liquid Eyeliner and Kajal are also ophthalmologist-tested.
Speaking about the launch, Mohit Goyal, Co-Founder & Director, Swiss Beauty, said, “At Swiss Beauty, innovation begins with understanding what consumers expect from their beauty products. AWAKEN has been developed with that thought at its core, bringing together four essential eye makeup formats with propositions that are clear, purposeful and rooted in performance. The way we have approached the launch is equally deliberate. We wanted to bring together personalities who could represent different expressions of beauty and help us take the collection into different consumer conversations. For us, AWAKEN is not just about launching four products; it is about creating a more contemporary and expansive conversation around eye makeup, with performance at its centre.”
The launch is supported by a multi-face campaign featuring Sonakshi Sinha and Zaheer Iqbal, Sunanda Sharma, Kashish Kapoor and Sayani Gupta. Rather than centring on a single celebrity, the campaign brings together personalities from entertainment, beauty, fashion and digital culture.
Shalini Kochhar, AVP Marketing, Swiss Beauty, said, "Eye makeup has always been a powerful form of self-expression, but today consumers expect it to perform just as well as it looks. That thinking shaped AWAKEN, a collection built around products with a clear purpose and performance you can experience with every use. The choice of faces for the campaign was equally intentional. Each personality
Swiss Beauty said the approach is designed to showcase different expressions of eye makeup while keeping AWAKEN’s product performance at the centre. The range is positioned for both everyday beauty routines and more expressive occasions.
