The Derma Co. has entered the sunscreen market with a strategic counter-campaign directly challenging Lakmé’s recent #SPF50Truth100 initiative. This bold marketing move highlights the growing competition in India’s expanding skincare sector.

Founded in 2019, The Derma Co. positions itself as a science-backed skincare brand specializing in dermatologist-formulated products. As part of Honasa Consumer Limited’s portfolio (which includes popular brand Mamaearth), The Derma Co. has gained traction in the digital-first beauty space.

The counter-campaign responds to Lakmé’s recent advertising that used lie detector tests to verify SPF protection claims. While Lakmé focused on transparency in SPF ratings, The Derma Co. emphasizes clinical testing protocols and dermatological formulations in their marketing approach.

India’s sunscreen market has grown approximately 15% annually since 2021, reaching an estimated value of ₹2,000 crore ($240 million). This growth has intensified competition between established players like Hindustan Unilever’s Lakmé and newer digital-native brands targeting specific skin concerns.

“The sunscreen category has become crucial for skincare brands in India due to increasing awareness about sun protection, skin cancer prevention, and anti-aging benefits,” notes market analyst Rashi Goel.

Both campaigns reflect evolving consumer behavior, with over 70% of urban Indian consumers now researching skincare ingredients and efficacy before making purchases. This trend has prompted brands to focus marketing on scientific credibility and product performance.

The Advertising Standards Council of India (ASCI) requires substantiation for all product claims, though competitive marketing approaches are becoming more common within regulatory boundaries.

For consumers seeking effective sun protection, this brand competition may provide more transparency about product efficacy and formulation differences. Industry experts suggest comparing products based on:

• SPF rating verification
• Broad-spectrum protection
• Water resistance
• Non-comedogenic formulations
• Additional skin benefits

The Derma Co.’s challenge to Lakmé suggests competitive advertising will likely increase across India’s growing skincare and sun protection categories as brands compete for market share in this rapidly evolving sector.