Maliao Cosmetics unveils ‘Glow-Off’ campaign celebrating dual beauty

Maliao Cosmetics has introduced its new campaign, ‘Glow-Off with Maliao Cosmetics’, which focuses on duality in beauty and reflects the diverse identities embraced by young Indians. The initiative blends cultural heritage with contemporary glamour and reinforces the brand’s intention to build a community anchored in individuality and innovation.

The campaign is built around the brand’s ‘everyday glam’ philosophy, presenting approachable and versatile products for consumers navigating multiple roles. Maliao’s range, which includes large palettes and performance-driven formulations, is designed to support real-world creativity and self-expression. ‘Glow-Off’ encourages consumers to recognise beauty as multidimensional and to view duality as a strength.

 

 

 

 

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In line with this direction, the brand is promoting its portfolio as a complete wedding glam offering, suitable for classic bridal looks rooted in tradition as well as minimalist or Western-inspired styles. Founder Tanveer Ali Khan said, “Glow-Off really represents who we are at our core: a brand that celebrates the richness of Indian beauty in all its forms. Today’s consumers don’t fit into one box, and neither should their makeup. With this campaign, we want to empower people to honour their roots, explore new expressions, and own every side of themselves with confidence.”

The campaign aligns with evolving preferences among Gen Z and younger millennials, who balance tradition with experimentation and mix soft tones with bold statements. Maliao’s products follow this approach, offering foundations, face powders, eyeliners and blushers with lightweight textures, HD or waterproof formulations, inclusive shades and streamlined packaging.

Visual elements draw from Indian cultural motifs reinterpreted as minimal line art, soft gradients and clean layouts to create a contemporary aesthetic. The Faceoff-inspired collection features a spectrum of skin tones, makeup styles and finishes suited for varied looks and moods, including combinations that transition easily between traditional ceremonies and modern celebrations.

As Maliao expands its portfolio, consumers can expect hybrid skincare-infused products, culture-led colour stories and versatile formulas that support multi-faceted beauty.