ARCHIVEKaya BeautyInSafety Brings Trans Inclusion to Indian Beauty
Kaya's #BeautyInSafety campaign is a purpose-led film initiative launched on International Transgender Day of Visibility, March 31, 2022, created by Schbang for Good in India, committing the Brandequity Economictimes Indiatimes.clapboard.com/archive/cetaphil-skincare-influencers-explosive-tell-all-beauty-2">beauty and skincare brand to employment, upskilling, and gender-inclusive services for the transgender community.
The campaign addresses a structural reality in India: the country's transgender community has historically been excluded from formal employment, healthcare access, and dignified service environments. Kaya, one of India's established specialist skincare and beauty clinic brands, used the occasion of #TransgenderDayOfVisibility to announce a set of concrete commitments rather than symbolic gestures. Those commitments included creating employment pathways for transgender women in its clinic network, partnering with PeriFerry to deliver salon skills training, distributing twenty thousand sanitiser units to transgender people facing medical exclusion, and conducting sensitisation workshops for existing Kaya employees.
The campaign operates under the hashtag #BeautyInSafety and connects to Kaya's broader brand positioning captured in its platform "Beautiful is You." In the Indian market, where beauty and personal care has long operated within narrow definitions of gender and identity, the campaign represents a deliberate attempt to expand who the industry serves and who it employs, according to Archives Nseindia. The film asset at the campaign's centre gave voice to transgender experiences directly, featuring visual material sourced from Garima Greh by Tweet Foundation, a shelter and support initiative for transgender people in India, lending the work an authenticity rooted in lived community reality rather than constructed narrative, according to LinkedIn. The campaign earns a Clapboard Score of 71 out of 100, reflecting strong strategic intent and purposeful creative execution tempered by the measured scope of its media deployment, according to Prnewswire.
ARCHIVEIndia's skincare market was valued at approximately 2.67 billion US dollars in 2022, recording a compound annual growth rate of 7.4 percent between 2017 and 2022, according to Ken Research. That expanding market is also highly concentrated: Hindustan Unilever held 31.73 percent of the Indian skincare market in 2022, and the top four players collectively represented 47.82 percent of market concentration in the same year, per Ken Research. Himalaya Global Holdings held 7.1 percent and Reckitt Benckiser held 5.4 percent in 2022, according to Ken Research. Within that competitive landscape, Kaya occupies a specialist clinical positioning, and #BeautyInSafety offered a means of meaningful differentiation that neither Hindustan Unilever nor Himalaya had claimed through comparable programmatic inclusion commitments in the same period.
The strategic insight driving #BeautyInSafety is precise. India's transgender community faces compounded disadvantage — exclusion from formal employment markets, limited access to sensitised healthcare, and consistent marginalisation within consumer-facing service environments. Schbang for Good, the social impact arm of Schbang, identified that the beauty and wellness sector, as an industry built on personal care and self-expression, carried both a credibility and a responsibility to lead on #TransGenderRights that other categories could not as authentically claim. The campaign's mechanics — employment creation, skills training through PeriFerry, and internal sensitisation — were designed to make that claim substantive rather than performative.
By anchoring the campaign launch to #TransgenderDayOfVisibility on March 31, 2022, Schbang ensured the work entered a moment of heightened public and media attention to #TransVisibility in India, maximising earned reach without requiring a disproportionate paid media investment. The timing also demonstrated a strategic understanding that purpose campaigns gain authority when they arrive embedded in cultural context rather than imposed upon it.
Gazal Dhaliwal served as the voiceover artist for the #BeautyInSafety film. Dhaliwal is a transgender woman and Bollywood screenwriter, and her involvement gave the campaign's central creative asset a dimension of genuine authorship by a member of the community the work sought to represent. As reported by Brand Equity on March 31, 2022, Dhaliwal stated: "It's good to see that Kaya has taken the initiative of hiring transgender people and opening up an opportunity for us to use our voice to tell our story. It was wonderful to work with the Schbang for Good team, who brought in a lens of learning, sensitivity and sincerity to the narrative."
The creative execution draws its visual material from Garima Greh by Tweet Foundation, a real support environment for transgender people in India. That decision is formally and ethically significant. Rather than casting or constructing representations of transgender life, the production anchored its imagery in a documented community space, ensuring the film's visual language carried the weight of actuality. The result is a creative approach that refuses the common pitfall of campaigns about marginalised communities — the pitfall of aestheticising struggle for an audience that remains external to it.
The campaign was submitted to the public record by Riya Parekh, Creative Head at Schbang for Good, whose editorial stewardship over the project reflects a practice of assigning purpose-led briefs to specialists in socially conscious creative work rather than routing them through generalist production. The film medium was the primary asset, a considered choice given the emotional register required to convey both the lived experience of transgender exclusion in India and Kaya's forward-looking employment commitments. The narrative structure — moving from denied opportunity to co-created safety — mirrors the campaign's real-world programme arc, giving the creative and the commitment a formal coherence that strengthens both.
Kaya's #BeautyInSafety campaign generated documented programme outcomes that extend beyond standard advertising metrics. The brand distributed twenty thousand sanitiser units to transgender people facing medical exclusion in India, as reported by PR Newswire and corroborated by Brand Equity. The employment and upskilling programme, developed in partnership with PeriFerry, resulted in the training and hiring of transgender women at Kaya clinics, representing a tangible workforce commitment rather than a declared aspiration. Internal sensitisation workshops were also delivered to Kaya employees, embedding the campaign's values within the organisation's operating culture rather than confining them to an external communication.
No independently verified media performance data — such as reach figures, view counts, or engagement rates — for the #BeautyInSafety film is publicly available at the time of writing. The campaign's structural effectiveness, however, is analytically strong. The decision to deploy a single film asset on a culturally resonant date, voiced by a transgender creative professional of public standing, supported by real community visual material from Tweet Foundation, and backed by documented programmatic action, creates a coherence between claim and conduct that distinguishes the work from symbolic advocacy.
As reported by Brand Equity, the campaign received public acknowledgement from Gazal Dhaliwal and drew coverage in the Indian trade and consumer press. Per Stylespeak, the initiative was noted within the beauty industry press as a meaningful step toward gender-inclusive service environments in India. The Clapboard Score of 71 out of 100 reflects the campaign's genuine purpose-led intent, its creative discipline, and the documented social programme behind it, balanced against the limited scale of its confirmed media deployment and the absence of third-party verified impact metrics.
Kaya's #BeautyInSafety is a purpose-led film campaign created by Schbang for Good and launched in India on March 31, 2022. It committed Kaya to employing and upskilling transgender women, delivering sensitisation training for staff, and distributing sanitiser units to transgender people facing medical exclusion across India.
Schbang for Good, the social impact division of Schbang, created the #BeautyInSafety campaign for Kaya. Riya Parekh, Creative Head at Schbang for Good, led the creative submission. Gazal Dhaliwal, a transgender Bollywood screenwriter, provided the voiceover for the film asset, as reported by Brand Equity.
Kaya launched #BeautyInSafety on International Transgender Day of Visibility, March 31, 2022, to align its employment and inclusion commitments with a moment of heightened public attention to transgender rights in India. The timing gave the campaign cultural authority and amplified its message within an active public conversation around #TransVisibility.
Tweet Foundation's Garima Greh, a shelter and support space for transgender people in India, provided the visual material used in the #BeautyInSafety film. This grounded the campaign's creative execution in documented community reality rather than constructed representation, strengthening the work's authenticity and its connection to lived transgender experience in India.
Gazal Dhaliwal, transgender screenwriter and voiceover artist for #BeautyInSafety, said Kaya's initiative opened opportunities for transgender people to tell their own story. As reported by Brand Equity on March 31, 2022, she praised the Schbang for Good team for bringing learning, sensitivity, and sincerity to the campaign's narrative.
Kaya's #BeautyInSafety campaign earns a Clapboard Score of 71 out of 100. The score reflects strong strategic intent, a credible purpose-led programme including PeriFerry training partnerships and twenty thousand sanitiser units distributed, and disciplined creative craft, balanced against the limited confirmed scale of the campaign's media deployment in India.
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