It’s easy to say that our country is regressive. We don’t support the LGBT+ community, our laws tax sanitary pads but not sindoor, and let’s not even get into the cesspool of complex nonsense that is the caste system. But the truth is that nearly every part of the world harbours regression in some form or other. India is a big part of the problem, but it’s not the problem. Therefore, it’s always liberating to see a campaign that promotes unconventionality and creates a channel for the underdog’s voice to be heard.
Paese Cosmetics is a Polish cosmetics brand that aims to bring high-quality products to women of all ages, colours, and skin types. Establishing themselves as the ideal makeup for the modern Indian woman, the brand’s primary focus is to create a distinctive identity for itself in the Indian market. At the moment, Paese has its own stand in more than 30 countries around the world, including Ireland, Russia, Egypt, Italy, the UK, and many more.
In a world where prejudice against women is a commonplace thing that you wouldn’t even bat an eye at — something that you’ve almost come to expect, in fact — Paese Cosmetics is fighting the good fight with a new campaign called #KillTheBias.
This campaign roots for the quirky, the unconventional, and the unabashed, giving them a voice and bold, new visuals.
Their products have always been inclusive, and this campaign just takes it a step further. They have been known to take an edgier approach to beauty and cosmetics in the past, especially with their brand ambassador Jennifer Winget. We hope to see more revolutionary content from them.