In a powerful reimagining of modern skincare, Marico has unveiled a new digital-first campaign for Kaya, titled ‘Science That Sets You Free’. The campaign marks a pivotal shift in how beauty and skincare are being redefined—not as rituals of conformity, but as tools of liberation, authenticity, and self-expression.
Rather than leaning on old narratives of flaw correction, Kaya’s message in this campaign is clear: True beauty is powered by science and driven by freedom.
The new digital campaign isn’t just about promoting products—it’s about shifting perspectives. ‘Science That Sets You Free’ positions Kaya as more than just a skincare brand. It places the brand at the intersection of clinical expertise, skin positivity, and digital innovation.
In a world dominated by unrealistic filters and beauty myths, Kaya’s campaign takes a refreshing stance: Skincare should empower, not imprison.
For years, Kaya has built trust on the foundation of dermatologically tested, evidence-based solutions. But this campaign peels back the curtain on what truly sets it apart:
Personalized Skin Science: Treatments tailored to unique skin biology, not beauty standards.
Transparency in Formulas: No mystery chemicals—just clean, effective ingredients.
Clinically Proven Results: Science that doesn’t just promise, but proves.
Every product in the Kaya portfolio is a result of dermatological research and innovation. And now, with Marico’s push into a digitally empowered audience, this message is reaching a generation that demands both efficacy and authenticity.
This campaign unfolds primarily across Instagram, YouTube, and OTT platforms, designed for engagement, not just exposure. The visuals are clean, confident, and disruptive—featuring real people, not models—speaking about how they reclaimed confidence through Kaya’s solutions.
Expect to see bold, minimalistic creatives paired with intimate testimonials, skin transformation journeys, and micro-content that breaks down science into digestible, relatable nuggets. The tone? Empowering, inclusive, and forward-thinking.
By launching this campaign, Marico is reinforcing its commitment to brands that resonate with evolving consumer identities. ‘Science That Sets You Free’ isn’t just a brand promise—it’s a cultural statement. One that recognizes that skincare today is personal, psychological, and deeply social.
This campaign isn’t about hiding imperfections. It’s about understanding your skin, owning it, and using science to amplify who you already are—not transform you into something you’re not.
