Honasa Consumer, the parent company of beauty and personal care brand Mamaearth, has escalated its kerfuffle with Hindustan Unilever after the FMCG major launched an ad campaign downplaying the efficacy claims of digital-first sunscreen brands.
In a new social media post on Tuesday, Honasa Consumer cofounder Ghazal Alagh accused HUL's brands Lakme and Sunsilk of copying its products across categories such as sunscreens, face wash and shampoos.
“We Honasa Consumer Ltd. put a lot of love, effort and hard work in bringing true innovation to our consumers. Finally India is getting quality products that they deserve, made for their skin, hair and weather. Humble request to respect innovation and not plagiarise it,” she said in a post on X.
The spat began when HUL launched an ad campaign downplaying the efficacy claims of digital-first sunscreen brands, which was followed by Honasa Consumer putting up a billboard right next to a Lakme ad for its new SPF 50 sunscreen with the message: “Hey Lakmé, congratulations on finally getting SPF 50 in-vivo tested. Welcome to The Derma Co. standard.”
SPF or sun protection factor measures how effectively a sunscreen shields the skin from harmful UVB rays. The product launch comes at a time when several parts of the country are experiencing heat waves.
“Indian FMCG has lacked good competition for a long time, leading to large traditional brands becoming complacent," Alagh said on Monday.
The post has stirred conversations across social media and the beauty industry, especially after Lakme responded with a statement asserting that it has been conducting in-vivo testing since 2015, ET first reported on Tuesday. According to the Lakme ad, online brands claimed 50 SPF for their sunscreen, but after testing, they were found to be 20 SPF.
"The reason that we went ahead with this campaign was to raise awareness of consumers on product efficacy and safety. As market leaders, consumer safety comes first," Harman Dhillon, executive director of beauty and wellbeing at HUL, had told ET.
This public spat reveals a deeper tension between new-age D2C startups and legacy FMCG giants. Industry experts believe this head-on confrontation reflects a growing consumer demand for evidence-based claims and innovation tailored to Indian conditions.
In active ingredients skincare, where products target specific concerns, The Derma Co competes with brands such as Peak XV Partners-backed Minimalist and A91 Partners-funded Plum, in addition to global brands such as The Ordinary and Cetaphil.
In addition to Mamaearth and The Derma Co, Honasa Consumer owns four other brands: Aqualogica, Dr Sheth’s, BBlunt, and Staze. The company reported a 6% on-year increase in its operating revenue to Rs 518 crore, with consolidated net profit at Rs 26 crore in the December quarter.
In a new social media post on Tuesday, Honasa Consumer cofounder Ghazal Alagh accused HUL's brands Lakme and Sunsilk of copying its products across categories such as sunscreens, face wash and shampoos.
“We Honasa Consumer Ltd. put a lot of love, effort and hard work in bringing true innovation to our consumers. Finally India is getting quality products that they deserve, made for their skin, hair and weather. Humble request to respect innovation and not plagiarise it,” she said in a post on X.
The spat began when HUL launched an ad campaign downplaying the efficacy claims of digital-first sunscreen brands, which was followed by Honasa Consumer putting up a billboard right next to a Lakme ad for its new SPF 50 sunscreen with the message: “Hey Lakmé, congratulations on finally getting SPF 50 in-vivo tested. Welcome to The Derma Co. standard.”
SPF or sun protection factor measures how effectively a sunscreen shields the skin from harmful UVB rays. The product launch comes at a time when several parts of the country are experiencing heat waves.
“Indian FMCG has lacked good competition for a long time, leading to large traditional brands becoming complacent," Alagh said on Monday.
The post has stirred conversations across social media and the beauty industry, especially after Lakme responded with a statement asserting that it has been conducting in-vivo testing since 2015, ET first reported on Tuesday. According to the Lakme ad, online brands claimed 50 SPF for their sunscreen, but after testing, they were found to be 20 SPF.
"The reason that we went ahead with this campaign was to raise awareness of consumers on product efficacy and safety. As market leaders, consumer safety comes first," Harman Dhillon, executive director of beauty and wellbeing at HUL, had told ET.
This public spat reveals a deeper tension between new-age D2C startups and legacy FMCG giants. Industry experts believe this head-on confrontation reflects a growing consumer demand for evidence-based claims and innovation tailored to Indian conditions.
In active ingredients skincare, where products target specific concerns, The Derma Co competes with brands such as Peak XV Partners-backed Minimalist and A91 Partners-funded Plum, in addition to global brands such as The Ordinary and Cetaphil.
In addition to Mamaearth and The Derma Co, Honasa Consumer owns four other brands: Aqualogica, Dr Sheth’s, BBlunt, and Staze. The company reported a 6% on-year increase in its operating revenue to Rs 518 crore, with consolidated net profit at Rs 26 crore in the December quarter.
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