India, Sep 25: Swiss Beauty, one of India’s fastest-growing beauty brands, today announced the launch of AWAKEN, a new eye makeup collection bringing together precision, definition and volume across four high-performance essentials. Live from 7 September, the collection reflects the brand’s continued focus on performance-led innovation, creating products that combine strong functional propositions with contemporary beauty expression.
Designed around the evolving role of eye makeup in everyday beauty routines, AWAKEN brings a sharper focus to performance, precision and versatility. Each product has been developed with a distinct proposition, from extended wear and waterproof performance to amplified volume and controlled application, giving consumers products designed to deliver visible results while fitting effortlessly into different beauty routines and looks.
The collection comprises Mascara, Liquid Eyeliner, Kajal and Pen Eyeliner, creating a complete eye makeup wardrobe across definition, volume and precision. The AWAKEN Kajal offers up to 24-hour wear, while the Liquid Eyeliner delivers up to 18-hour wear. The Mascara is designed to provide 3X volume, while the Pen Eyeliner is created for ultra-precision application. The Liquid Eyeliner and Kajal are also ophthalmologist-tested, adding an additional layer of reassurance to the performance-focused range.
Speaking about the launch, Mohit Goyal, Co-Founder & Director, Swiss Beauty, said,
“At Swiss Beauty, innovation begins with understanding what consumers expect from their beauty products. AWAKEN has been developed with that thought at its core, bringing together four essential eye makeup formats with propositions that are clear, purposeful and rooted in performance. The way we have approached the launch is equally deliberate. We wanted to bring together personalities who could represent different expressions of beauty and help us take the collection into different consumer conversations. For us, AWAKEN is not just about launching four products; it is about creating a more contemporary and expansive conversation around eye makeup, with performance at its centre.”
Bringing this thought to life is a multi-face campaign featuring Sonakshi Sinha and Zaheer Iqbal, Sunanda Sharma, Kashish Kapoor and Sayani Gupta. The selection of personalities has been a conscious part of the launch strategy, with each bringing a distinct identity, audience and approach to beauty, fashion, entertainment or digital culture.
Rather than building the campaign around a single celebrity, Swiss Beauty has created a broader representation of how eye makeup can be expressed today. The diverse set of personalities gives the collection multiple cultural and consumer entry points, while allowing the campaign to move seamlessly across different styles, content formats and audiences. At the centre of this approach is the product itself, with AWAKEN’s performance propositions providing a consistent thread across these different expressions.
Shalini Kochhar, AVP Marketing, Swiss Beauty, said, Eye makeup has always been a powerful form of self-expression, but today consumers expect it to perform just as well as it looks. That thinking shaped AWAKEN, a collection built around products with a clear purpose and performance you can experience with every use.
The choice of faces for the campaign was equally intentional. Each personality brings its own energy and expression to AWAKEN, from effortless everyday looks to something bolder, while keeping product performance at the heart of it.”
The launch strategy is designed to give AWAKEN relevance across both everyday beauty routines and more expressive occasions, with the four-product portfolio offering multiple ways for consumers to engage with eye makeup. From defined everyday looks to more dramatic expressions, the collection brings together essential formats while maintaining a clear focus on performance.
Product Details
AWAKEN 3X Volume Mascara
Designed to amplify the appearance of lashes, the AWAKEN Mascara delivers 3X volume, creating fuller-looking lashes with a defined finish. Developed as an everyday eye makeup essential, it adds intensity and dimension while complementing both understated and more dramatic looks.
AWAKEN 18-Hour Liquid Eyeliner
Created for lasting definition, the AWAKEN Liquid Eyeliner offers up to 18-hour wear, helping lines remain defined through the day. Its ophthalmologist-tested formulation is designed for precise application, making it suitable for both everyday definition and more expressive eye looks.
AWAKEN 24-Hour Kajal
The AWAKEN Kajal brings classic eye definition into a performance-led format with up to 24-hour wear. Ophthalmologist-tested, it is designed to deliver lasting intensity and effortless definition, making it a versatile addition to everyday eye makeup routines.
AWAKEN Ultra-Precision Pen Eyeliner
Designed for control and precision, the AWAKEN Pen Eyeliner enables clean, defined application through its ultra-precision format. From fine lines to more expressive styles, it gives consumers greater control over application and makes creating sharp eye looks effortless.
The AWAKEN collection is now available across India through Swiss Beauty’s online and offline retail channels.
