Nat Habit, one of India’s fastest-growing Fresh Ayurveda personal care brands, has launched its latest campaign, “Asli Ubtan for Asli Glow,” for its Brightening & DeTan Ubtan Tikta Face Wash. The campaign challenges the belief that repeated cleansing leads to more glow, highlighting instead that over-washing can strip skin of its natural oils.
Link: https://www.instagram.com/reel/DcKuVG-szE0/?utm_source=ig_web_copy_link&igsh=NTc4MTIwNjQ2YQ==
The campaign film tells a humorous, relatable story of a young woman repeatedly washing her face before important moments – meetings, dates, everyday occasions – with her routine growing increasingly exaggerated. Through this, Nat Habit encourages consumers to shift from repeatedly washing their skin to cleansing it more thoughtfully.
At the core of the formulation is the brand’s patented LentiClear™ Technology, which combines lentils and dals with natural cleansing surfactants to regulate excess sebum, clear pores and lift dull surface layers, while supporting natural cell renewal through a gentle, non-drying cleanse. The face wash blends real dals, besan, turmeric and rakt chandan with this technology, reimagining the traditional Ubtan ritual as a daily, technology-led cleansing system.
Swagatika Das, Co-Founder, Nat Habit, said the brand’s innovation begins by questioning routines consumers take for granted, noting that frequent washing may feel refreshing but can strip skin of its natural oils – insight that shaped a cleanser combining traditional Ubtan with modern formulation science.
The Ubtan Face Wash, the fastest-growing product in Nat Habit’s Tikta category, has been recognised with the ASSOCHAM Best Natural/Organic Product of the Year 2024.
