National, February 2025– Lakmē, India’s iconic beauty brand, is proud to unveil its latest innovation: the Lakmē 9to5 Hya Matte Collection, designed for the evolved 9to5 woman. The new range combines the longevity of matte makeup with skincare benefits, setting a new standard for hybrid beauty solutions.

The 9to5 Woman Reimagined
The modern 9to5 woman seeks more than just about long wear; she desires maximum prep, evolved formats, and makeup that feels like a second skin. Lakmē ’s Hya-Matte range is crafted to meet these expectations. It’s not just about coverage but about delivering skin-like finishes that enhance your natural beauty rather than masking it.

At the heart of the collection is the star product LAKMÉ 9to5 HYA MATTE FOUNDATION + HYALURONIC ACID, formulated with 5% Hyaluronic Acid Complex and SPF 40. This liquid matte foundation goes beyond long wear; it delivers 5x more hydration, a matte finish for up to 12 hours fresh, and a lightweight, skin-like texture that keeps you looking flawless all day long. It is also 100% sweat-proof and smudge-proof, making it the perfect companion for India’s diverse climate. Available in 20 shades, there is a match for everyone!

Key Features of the LAKMÉ 9to5 HYA MATTE FOUNDATION + HYALURONIC ACID

• 5x Hydration: Powered by Hyaluronic Acid for a boost of hydration
• Hydrated Matte Finish: Upto 12 hours fresh
• Lightweight Texture: Feels like second skin
• Sweat-Proof & 3x Oil Control: Designed to keep you fresh all day
• SPF 40 Protection: Shields your skin from harmful UV rays

Beyond Foundation: Explore the Complete Hya-Matte Collection Complementing the foundation, the Hya-Matte Collection includes:

• Hya-Matte Concealer: Enriched with Hyaluronic Acid and Moringa Oil for hydrating coverage that brightens and conceals effortlessly
• Hya-Matte Pressed Powder: Infused with Hyaluronic Acid, this compact delivers a hydrated matte look while keeping your skin hydrated
• Hya-Matte Lipstick: A hydrated matte formula enriched with Hyaluronic Acid for intense hydration and long wear of up to 16 hours
• Hya-Matte Liquid Lipstick: A soft matte formula with Hyaluronic Acid and Vitamin E for a plush finish that lasts

The New Standard In Beauty
With the Lakmē 9to5 Hya-Matte Collection, matte makeup is no longer just about long wear. It’s about doing more – combining skincare benefits, a hydrated look, and a skin-like finish that reflects the essence of today’s empowered women. Say goodbye to cakey, dry mattes and step into the future of makeup with Hya-Matte.