Marico Limited, one of India’s leading FMCG companies, has announced that actor Fatima Sana Shaikh will now represent its Kaya skincare brand. The appointment marks a fresh chapter in Kaya’s journey of blending dermatological expertise with consumer trust.
With over 20 years of experience in science-backed skincare for Indian skin, Kaya has built its reputation around clinical credibility. By choosing Fatima, the brand reinforces its promise of real, authentic, and relatable beauty for today’s consumer.
Kaya’s Brand Ambassador
Known for her bold on-screen performances and grounded personality, Fatima perfectly mirrors the values of modern Indian beauty seekers—self-assured, real, and unapologetically authentic. Kaya believes her persona aligns with the brand’s ethos of beauty rooted in truth and self-expression.
Akash Banerji, Executive Vice President and Head of the Beauty & Styling Digital Business at Marico, said the collaboration reflects Kaya’s mission of making skincare simple, credible, and empowering. “Today’s skincare audience is informed yet overwhelmed. Our role is to bring back simplicity and ease. Fatima embodies this balance of confidence and relatability, making her the ideal choice.”
Fatima on Partnership
Expressing her excitement, Fatima Sana Shaikh said she values Kaya’s science-driven approach. “Skincare often feels confusing with too many trends and opinions. Kaya cuts through the noise. It is built on trust, science, and dermatology. That gives confidence to stop second-guessing and rely on what works.”
For her, Kaya represents a brand that avoids fleeting fads and instead focuses on authentic, long-term beauty solutions designed specifically for Indian skin. This, she added, is what makes beauty both powerful and sustainable.
Science Meets Simplicity
Kaya’s wide range of products has been co-created with dermatologists to deliver visible results while simplifying daily routines. Its formulations are gentle, effective, and tailored for everyday skincare needs.
The brand’s portfolio includes 75+ science-based products designed for various concerns like acne, pigmentation, sun damage, premature ageing, as well as hair and body care. Marico exclusively manages the marketing and sales of these products outside Kaya’s chain of skin clinics, ensuring broader accessibility.
New Chapter Ahead
With Fatima Sana Shaikh as the new brand ambassador, Kaya aims to strengthen its storytelling by combining science, trust, and aspirational yet relatable representation. This partnership signifies a shift towards beauty that is led by knowledge, not confusion, and resonates with consumers who value authenticity.
Kaya’s strategy is to position itself as more than a skincare brand—it wants to be seen as a science-led beauty partner for Indians navigating a crowded and trend-heavy personal care industry. The addition of Fatima as its face gives this vision a relatable and powerful narrative.
Who is Fatima
Fatima Sana Shaikh is a critically acclaimed Indian actress best known for her role in Aamir Khan’s Dangal (2016), where she played wrestler Geeta Phogat. Since then, she has been appreciated for choosing diverse, challenging roles that highlight her bold personality and acting range.
Off-screen, she is admired for her straightforward, grounded approach to life and beauty, making her a strong voice for authenticity. This real-world charm, combined with her cinematic influence, makes her an ideal fit to lead Kaya’s new phase of growth.
Kaya’s collaboration with Fatima Sana Shaikh is not just an endorsement—it’s a strategic move to reshape skincare conversations in India. By focusing on authenticity, science-backed results, and Indian skin needs, the brand hopes to inspire confidence among consumers while cutting through overwhelming beauty trends.
