Kaya's New Gluta Glow Serum Aims to Revive Its Skincare Dominance

Kaya, a well-known name in dermatology-based cosmetics, has launched a fresh campaign for its new Gluta Glow Face Serum. The brand is pushing back against short-lived beauty trends by highlighting the importance of scientific expertise for long-term skincare results. Actress Fatima Sana Shaikh fronts the campaign, promoting the serum's promise of an instant glow from the first application. The new campaign centres on the Kaya Gluta Glow Face Serum, formulated with eight active ingredients, including Glutathione. The product claims to deliver visible radiance right from the first use, aligning with Kaya's focus on dermatologist-backed solutions.

Kaya has faced challenges in recent years. Once a market leader with 17.94% share in 2004, its position has weakened, dropping to just 4.13% over the last five years. Revenue growth has lagged at -2.65% annually, far behind the industry's 30.23% expansion. Despite this, the brand remains India's largest dermatology chain, operating in 26 cities since its demerger from Marico in 2013. Recent performance shows modest improvements, with a 3% sales increase in Q4 FY'25 and a 3.3% year-on-year rise in December 2025. A strategic partnership with Marico has helped strengthen its reach, expanding its portfolio of over 75 dermatologist-developed products across retail and digital platforms. The brand is also investing in clinic expansions and technology to regain momentum. The campaign will run on major digital platforms, targeting consumers who prioritise science-backed skincare. Fatima Sana Shaikh, the face of the initiative, stresses the need to move away from unproven beauty hacks and embrace trusted dermatological solutions.

The Gluta Glow Face Serum launch marks Kaya's latest effort to reclaim its standing in the dermatology-based cosmetics market. With a focus on scientific credibility and expanded product availability, the brand aims to connect with consumers seeking reliable skincare. The campaign's digital rollout and celebrity endorsement will test whether this strategy can reverse its declining market share.