Mumbai: Lakmē has launched its latest initiative, the #LakmēSPF50Truth100 campaign — a bold, consumer-first movement aimed at raising awareness about transparency, scientific credibility, and accountability in sunscreen products.
At a time when SPF claims often go unregulated, the campaign urges consumers to question misleading product labels and emphasizes the need for verified protection. In a cluttered market, Lakmē is stepping up to ensure that Indian consumers can make informed decisions when it comes to sun protection.
The centerpiece of the campaign is an IN VIVO test conducted at an independent, accredited Clinical Research Lab, showcasing the rigorous testing process behind Lakmē Sun Expert SPF 50. Reinforcing its core message — “When Lakmē Sun Expert SPF 50 claims SPF 50, it delivers SPF 50” — the campaign directly addresses the disparity between claimed and actual SPF levels prevalent in the Indian market.
According to industry findings, several products in the market claim SPF 50 and PA++++ protection, while delivering significantly lower actual sun protection — sometimes as low as SPF 20. With no mandatory testing regulations in place, Lakmē is leading the charge to advocate for higher standards and consumer trust.
Harman Dhillon, Executive Director & General Manager, Beauty & Wellbeing, HUL, commented on the campaign, “At Lakmē, our mission extends far beyond sun protection. We’re committed to transforming the sunscreen industry through unwavering transparency, scientific validation, and consumer awareness. We are shedding light on the disparity between the exaggerated SPF claims and actual sun protection delivered across multiple such products. With Lakmē Sun Expert, our research-driven products deliver on their promise, giving consumers the confidence to trust what they buy and the protection they need.”
Lakmē Sun Expert SPF 50 provides broad-spectrum protection against UVA and UVB rays, shielding users from sunburns, premature aging, tanning, and dark spots. With #LakmēSPF50Truth100, the brand is not only reinforcing its market leadership but also advocating for product integrity, consumer trust, and science-backed skincare in India.
