SAMMMM, the self-care brand co-founded by teenager Samara Roy for the younger generation, has launched a campaign for pH+LUSH, its first co-created makeup product, developed with actress Heli Daruwala. The film follows Heli’s search for an effortless, natural-looking flush, which led her to Samara. What began as a conversation grew into a shared product-development journey.

Link: https://youtube.com/shorts/uHW86luGZes?si=1MBjQ8szCHUFYpbR

The campaign reflects SAMMMM’s belief that co-creation should go beyond conventional influencer deals, where creators simply lend their faces to existing products. Instead, the brand is building a platform where creators, beauty enthusiasts and consumers can bring forward unmet needs and develop products from the ground up. For pH+LUSH, Heli’s Instagram community contributed through a chatbot, while the team tested over 80 samples and explored variations of colours, textures, wands and packaging charms.

pH+LUSH is a two-in-one, pH-changing cheek and lip tint oil that responds to the wearer’s skin chemistry to create a personalised pink flush. Designed for versatile everyday use, it reflects the idea that beauty need not be complicated or prescriptive. Heli and Samara tell the story in a relatable, conversational manner, keeping the journey behind the product at the forefront.

Carrying the line “pH+LUSH, Your perfect flush. Because you do you,” the campaign marks the first expression of SAMMMM’s co-creation approach in makeup. It positions the consumer need as the starting point rather than a marketing message added at the end, and shows how listening and collaboration can turn everyday frustrations into new products.