HYUE, a premium colour cosmetics brand offering skin-first, cruelty-free, and vegan products, has appointed ZeroFifty Mediaworks as its agency of record. The scope includes brand strategy, integrated creative communications, and content design.
Co-founded by Unilever veteran Pradeep Banerjee and media entrepreneur Nabeel Kadri, HYUE targets Indian consumers seeking globally benchmarked and efficacious makeup. Its debut product lineup features liquid lipsticks, gel and chrome nail paints, lip plumpers, and lip oils.
ZeroFifty Mediaworks, founded in 2024 by former Lowe Lintas leaders, is based in Mumbai and positions itself as a premium consultancy focused on building distinctive brand meaning in a fragmented media landscape.
“HYUE was born to bridge the gap between what consumers want and what the market offers. We believe beauty should be bold, clean, and credible,” said Pradeep Banerjee, co-founder of HYUE. “In ZeroFifty, we found partners who instinctively understand our ambition and have the strategic and creative sharpness to bring it alive across all brand touchpoints and channels of communication.”
“HYUE is not just another cosmetics brand. It is a cultural opportunity. It sits at the intersection of world-class product experiences and expressive beauty. Our job is to build a compelling narrative that gives HYUE mental availability, emotional relevance, and behavioural traction,” said Rajiv Chatterjee, co-founder at ZeroFifty Mediaworks.
