Clumsy Cat Cosmetics, a beauty brand known for celebrating diversity and breaking stereotypes, has recently celebrated its second anniversary with the launch of #HugTheAcceptance Edition 2. Building on the success of the initial campaign, this edition reinforces the brand’s mission to redefine beauty standards, empowering individuals across all walks of life.
Since its inception, Clumsy Cat has reshaped the Indian beauty landscape, offering products that cater to diverse Indian skin tones, with a major focus on deeper shades that are often overlooked by the industry. In a market with limited offerings for deeper complexions, Clumsy Cat’s foundation range is specifically designed to offer shades from darkest to lightest, ensuring a flawless match for diverse Indian skin tones. This inclusive approach extends to its lipstick range too which is crafted to complement Indian skin tones from fair to deep.
Through its #HugTheAcceptance campaign, Clumsy Cat delivers a powerful message of self-love, embodied by the simple but profound gesture of a self-hug. This campaign encourages influencers and individuals with diverse backgrounds—spanning those with disabilities, alopecia, down-syndrome, plus-size creators, and members of the LGBTQ+ community—to share their stories of overcoming societal expectations. It’s a bold reminder that beauty comes from within and that acceptance of one’s uniqueness is the ultimate empowerment.
“At Clumsy Cat, we’ve always believed in true inclusivity, striving to provide a platform where everyone feels empowered and represented, regardless of skin tone, body type, or life experience," says Pankhuri Vayachal, Founder of Clumsy Cat Cosmetics. She adds, “Over the past two years, we’ve embraced our quirky, vibrant identity while staying dedicated to inclusive formulations and genuine representation. Our partnerships focus on celebrating the beautiful diversity that exists in the world, creating a space where everyone feels seen and valued in the beauty community.
What makes Clumsy Cat Cosmetics stand out is that the brand encourages its customers to view makeup as a playful, creative outlet that reflects their unique personalities. Whether experimenting with bold colors or trying out different looks, Clumsy Cat fosters an environment where beauty is exciting, joyful, and free from rigid standards. This philosophy is embedded in their quirky and vibrant product line which invites users to have fun while celebrating who they are. The brand has invested considerable research and effort to ensure that its products work beautifully on all skin tones, without compromising on affordability or quality. With playful and vibrant packaging, Clumsy Cat brings joyful and accessible beauty to everyone.
Sharing her vision for the brand’s future, Pankhuri stated, “I’ve always wanted Clumsy Cat to be a brand that people look at and say, ‘This is for me too.’ Whether it’s our products or campaigns, the goal is for everyone to feel included and represented. We’re making sure that our packaging, formulations and even pricing remain accessible, relatable, and fun.”
As the beauty industry continues to evolve, Clumsy Cat is determined to stay at the forefront of the inclusivity movement. The brand’s journey over the past two years has been shaped by its community of diverse, empowered individuals who inspire others to embrace their true selves. Through initiatives like #HugTheAcceptance, Clumsy Cat will continue to spark important conversations about representation, self-expression and the power of authenticity.
Clumsy Cat Cosmetics invites everyone to join them on this journey of empowerment and acceptance. By participating in the #HugTheAcceptance campaign, consumers can share their own self-hug moments on social media and contribute to a growing movement that celebrates beauty in every form.
