Brands
Maliao Cosmetics launches Valentine’s campaign for Forever Matte Lipstick
Brand’s new digital campaign celebrates lasting love and long-wear lipstick
NEW DELHI: This Valentine’s Day, Maliao Cosmetics is spreading love with a twist of colour. The beauty brand has unveiled its digital campaign for the new Forever Matte Lipstick collection, promising lip shades as enduring as true love.
The campaign, anchored by the playful hashtag Its forever matte baby, draws a parallel between lasting romance and long-wear makeup. Just as love sticks around through thick and thin, Maliao’s matte lipsticks are designed to stay vibrant, comfortable, and flawless from morning coffee to evening celebrations.
Through striking visuals and romantic storytelling, the campaign follows the quest for the perfect lipstick: matte, smooth, and long-lasting. Bold colours meet heartfelt moments to present the Forever Matte collection as a must-have for every occasion, whether casual brunch or glamorous night out.
Maliao Cosmetics CEO Arhaan Khan said, “We wanted to create a lipstick that delivers three essentials: rich colour, smooth matte finish, and long wear without discomfort. This campaign reflects our belief that products that last give confidence and joy to our customers.”
By combining style with performance, Maliao Cosmetics is positioning itself as the go-to brand for beauty lovers seeking reliable products that fit seamlessly into their daily lives. The Forever Matte campaign reinforces the brand’s commitment to creating makeup that stays as true as love itself.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
