Kaya, one of the leading skincare & dermatologist network-enabled brand, recently revealed a replacement identity, symbolic of a strategic realignment with its ever-growing young consumer base. Punctuated by this new purpose-fuelled mantra – “Beautiful is You” – by the launch of the new initiative the brand has now taken the primary step towards extending support to the transgender community.
Kaya is trying to push the society to workout the sweetness beyond gender and cultural norms. For the transgender community, their identity and existence has been underrated, for them, the concept of beauty is barely a dream.
During the International Transgender Day, the brand has launched a replacement initiative that reiterates how beauty is important and visibility is over representation. They are also setting a strong precedent for public service announcements and events. Even before the campaign, kaya, unitedly with PeriFerry, began to teach transgender women to upskill them with salon skills and hire them at various Kaya clinics. Together with this, the brand had also equipped 20,000 transgender people facing medical exclusion, with sanitizers.
The CEO, Rajiv Nair, Kaya and thus the CHRO, Nivedita Nandan, Kaya said, “ Beautiful is You, Kaya proudly hosts a various client base, including many transgender clients. This campaign is that the opening in realizing our promise to reposition ourselves as an all-in beauty brand, by providing work opportunities mainly for the transgender community. From hiring transgender women together with PeriFerry, we also aim to create a secure and welcoming workspace through sensitization workshops and trainings for internal employees, we are announcing a commitment to stay hiring more transgender individuals across our clinics”.
Gazal Dhaliwal, a trans woman and a Bollywood screenwriter, and also the voice behind Kaya’s #BeautyInSafety campaign film, shared, “It’s specialized to work out that Kaya has taken the initiative of hiring transgender people and opening up a chance for us to use our voice to reveal our story. We hope other brands and individuals will draw inspiration from this and take up similar initiatives. Because there’s many potential and talent within the transgender community that’s unexplored today, and each one we’d prefer to get an opportunity like this.”
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