Mumbai : Bringing together the worlds of Indian mithai and beauty, Saffron & Mishri has collaborated with Maybelline New York on a limited-edition festive collection inspired by five shades of Maybelline’s mithai-inspired collection. Translating the colours and character of these lipstick shades into handcrafted Indian sweets, the collaboration explores a creative connection between beauty and culinary craftsmanship, with each mithai offering a distinctive interpretation through flavour, texture and presentation.
At the heart of the collaboration is the shared role of colour as a form of creative expression. Just as Maybelline New York draws inspiration from the vibrant hues of Indian mithai for its lipstick shades, Saffron & Mishri brings these colours to life through five handcrafted creations. Moving beyond a visual association, the collection translates the inspiration into distinctive flavour combinations, pairing the familiarity of traditional Indian sweets with unexpected ingredients and contemporary techniques.
The collection features five handcrafted mithais, each inspired by one of the five shades in Maybelline New York’s mithai collection. Gulabi Cashew Truffle brings together rose and cashew with a gulkand centre, finished with rose petals. Cashew Hazelnut Ganache pairs the richness of cashew with an indulgent hazelnut ganache filling, while Rose Dryfruit Trio combines layers of kaju katli, fig and rose. Strawberry Matcha Reserve brings together the fruity notes of strawberry and the earthy character of matcha in a contemporary take on kaju katli. Completing the assortment, Cherry Kaju Katli features a vibrant cherry pâte de fruit layer resting on a classic cashew base. Together, the five creations interpret the collection’s shade inspiration through a spectrum of floral, nutty, fruity and chocolate-led flavours.
Each creation has its own visual identity, from the delicate pink hues of rose and strawberry to the earthy green of matcha and the vibrant red of cherry. These colours complement the distinct flavour profiles of the mithais, bringing an added dimension to their presentation. Together, the five creations balance the familiarity of traditional Indian sweets with unexpected pairings and a fresh approach to festive indulgence.
Speaking about the collaboration, Gunjan Shrivastava, Founder of Saffron & Mishri, says, “At Saffron & Mishri, we have always believed that inspiration can come from the most unexpected places. Indian mithai is a beautiful expression of colour, culture and craftsmanship, and we are constantly exploring how its richness can be reimagined for a contemporary world. Our collaboration with Maybelline New York brings together two creative languages through a shared appreciation for colour and self-expression. Each of the five mithais has its own character, from the floral notes of rose and the earthiness of matcha to the vibrancy of cherry. Together, they reflect the many ways familiar Indian ingredients can inspire something new. For us, this collaboration is about taking Indian inspiration beyond its expected boundaries and discovering new possibilities for it. It is an exciting way to celebrate the richness of our culinary traditions while introducing them to audiences in an unexpected context.”
Maya Aramouni, General Manager, Maybelline New York India, says, “With our first-ever festive collection for India, we wanted to create more than a seasonal beauty edit – we wanted to celebrate the many ways India experiences and expresses the festive season. From our mithai-inspired Super Stay Vinyl Ink shades to the campaign led by Kiara Advani and our creator community, the campaign brings together product innovation, cultural relevance and experiences designed to resonate with consumers across the country.”
For Saffron & Mishri, the collaboration offers an opportunity to explore the creative possibilities of Indian mithai beyond its familiar settings. From festive celebrations and gifting to new cultural and creative associations, the brand continues to draw on India’s culinary heritage while finding fresh ways to present it to today’s audiences. The association with Maybelline New York reflects this approach, bringing together two distinct categories through a shared appreciation for colour, individuality and creative expression.
The limited-edition Saffron & Mishri × Maybelline New York festive collection is available on the Saffron & Mishri website.. The collection is also available through Swiggy and Zomato in Mumbai.
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