Lakmē Challenges SPF Claims with #SPF50Truth100 Campaign
Lakmē, one of India’s leading beauty and skincare brands, has launched a bold new initiative titled #SPF50Truth100. The campaign puts its Sun Expert SPF 50 sunscreen under the spotlight—literally—using scientific testing to back its claims and push for industry-wide transparency.
Calling Out SPF Inconsistencies
In a market flooded with exaggerated sun protection claims, Lakmē is setting a different standard. Through its latest campaign, the brand is challenging the disparity between SPF labels and actual protection. Many products claim SPF 50 but reportedly deliver only SPF 20, due to a lack of mandatory testing regulations.
Lakmē, in contrast, conducted an IN VIVO test at an independently accredited Clinical Research Lab, where its product was put to the test in real-world conditions. The result? Lakmē Sun Expert SPF 50 truly delivers on its SPF 50 promise.
Science, Not Just Claims
The campaign film—which will roll out across Instagram, YouTube, and OTT platforms—features this lie detector-style test. It showcases how the sunscreen stood up to scrutiny, reinforcing the brand's confidence in backed-by-science formulations.
By making its testing process visible, Lakmē hopes to spark conversations about ingredient honesty, sun safety, and the need for stricter quality standards in India’s sunscreen category.
A Consumer-First Approach
Harman Dhillon, Executive Director and General Manager – Beauty & Wellbeing at HUL, shared the brand's vision:
“At Lakmē, we’re not just offering sun protection. We’re setting a new benchmark for scientific accountability and truth in skincare. Consumers deserve to know whether the product they’re using truly delivers what it promises. With this campaign, we want to empower buyers with clarity and trust.”
More Than a Marketing Message
Lakmē’s #SPF50Truth100 campaign isn’t just promotional—it’s educational. It’s aimed at building awareness around how sunscreens are evaluated, and why clinical validation should matter as much as marketing.
The move also positions Lakmē as one of the few brands in India that not only complies with scientific testing but promotes its importance. This aligns with a broader global shift toward ingredient transparency and evidence-backed beauty.