Marico, Kaya Bring Science-Backed Skincare to Everyone

Marico and Kaya’s New Campaign: Science That Sets You Free

Marico Limited, a leader in India’s FMCG sector, has launched a fresh digital campaign for Kaya, the trusted skincare brand with over two decades of dermatological expertise. The campaign, titled “Kaya – Science That Sets You Free,” marks a new chapter in making advanced, science-backed skincare simple and approachable for everyone.

Everyday Moments, Real Skincare Solutions

At the heart of the campaign is a four-part film series, each capturing a slice of daily life—whether it’s working out, relaxing at the beach, catching up with friends, or winding down after a long day. In each scenario, a common skincare concern like acne, pigmentation, dullness, or early sun damage pops up unexpectedly. Instead of letting these worries take over, Kaya’s science-driven solutions step in, helping users regain confidence and get back to enjoying life.

Making Skincare Easy and Empowering

The campaign’s message is clear: effective skincare doesn’t have to be confusing or intimidating. With “Science That Sets You Free,” Kaya wants everyone to feel empowered and confident in their skin. By focusing on real-life situations and relatable concerns, the campaign shows that science-backed solutions can fit seamlessly into any lifestyle.

A Powerful Partnership for Greater Reach

This campaign also highlights the growing partnership between Marico and Kaya. Marico now handles sales and marketing for Kaya’s 75+ dermatologist-recommended products, making them available not just in Kaya Skin Clinics, but also across leading e-commerce platforms and retail channels. This means more people across India can access high-quality, effective skincare solutions.

Saugata Gupta, MD & CEO of Marico, shared,

“With the potent combination of a brand of Kaya’s stature and Marico’s organized channel reach and digital marketing capabilities, the opportunity to scale up the products business can be another growth driver for us over the next few years.”

Rajiv Suri, Global CEO of Kaya, added,

“Kaya’s 75+ efficacious products will reach wider geographies and acquire more shelf space, ultimately boosting brand visibility and recall, and establishing long-term engagement with consumers.”

Digital-First for Today’s Consumer

The campaign is running across major digital platforms like Meta and Google, meeting today’s skincare enthusiasts where they spend most of their time. The engaging short films and simple messaging are designed to build trust and make expert skincare advice accessible to a new generation.

Why This Matters

In a world where skincare can often feel overwhelming, Marico and Kaya are breaking down barriers. Their campaign reassures consumers that great skin is within reach for everyone, not just those with complicated routines or access to exclusive products. By blending science, simplicity, and real-life stories, they’re helping people everywhere feel free to live confidently in their own skin.

Marico and Kaya’s “Science That Sets You Free” campaign is a breath of fresh air in the beauty industry. With relatable stories, expert solutions, and a commitment to accessibility, the campaign empowers Indians to embrace simple, effective skincare. As Kaya’s trusted products reach more homes, the message is clear: everyone deserves healthy, radiant skin—and science can help you get there