Hyue has appointed ZeroFifty Mediaworks as its creative agency.

The colour cosmetics brand offering skin-first, cruelty-free, and vegan products, has been co-founded by Pradeep Banerjee and media entrepreneur Nabeel Kadri.

The agency's mandate includes brand strategy, integrated creative communications, and content design.

Banejree said, “Hyue was born to bridge the gap between what consumers want and what the market offers. We believe beauty should be bold, clean, and credible. In ZeroFifty, we found partners who instinctively understand our ambition and have the strategic and creative sharpness to bring it alive across all brand touchpoints and channels of communication.”

Chatterjee, co-founder, ZeroFifty Mediaworks, added, “Hyue is not just another cosmetics brand. It is a cultural opportunity. It sits at the intersection of world-class product experiences and expressive beauty. Our job is to build a compelling narrative that gives Hyue mental availability, emotional relevance, and behavioural traction.”