Ghazal Alagh Challenges Hindustan Unilever in Sunscreen Market Showdown

Image Source: Business Standard

India’s fast-moving consumer goods (FMCG) sector is witnessing a heated rivalry as Ghazal Alagh, co-founder of Honasa Consumer, takes on Hindustan Unilever (HUL) in a battle for sunscreen supremacy. Honasa Consumer, which owns popular personal care brands Mamaearth and Derma Co, has openly criticized HUL’s legacy brand Lakme for its recent ad campaign questioning the efficacy claims of digital-first sunscreen brands.

In response, Ghazal Alagh congratulated Lakme for adopting an SPF testing standard already followed by Honasa’s Derma Co, while taking a dig at HUL’s complacency in the market. The spat escalated when Lakme defended its campaign, asserting that it has been conducting in-vivo testing since 2015, and claimed that many SPF 50-labelled sunscreens only offer SPF 20 protection when tested.

This public confrontation highlights the growing competition between new-age direct-to-consumer (D2C) brands and traditional FMCG giants, as digital-first brands continue to challenge established players in the beauty and personal care segment. With India’s sunscreen market valued at ₹2,000 crore, the rivalry underscores the importance of innovation and evidence-backed claims in capturing consumer trust and loyalty.

Key Highlights:

- Ghazal Alagh, co-founder of Honasa Consumer, criticizes HUL’s Lakme for its ad campaign on sunscreen efficacy.
- Honasa Consumer’s Derma Co congratulates Lakme for adopting in-vivo SPF testing standards.
- Lakme defends its campaign, claiming it has conducted in-vivo testing since 2015.
- The rivalry reflects the growing competition between D2C brands and traditional FMCG giants in India’s beauty sector.
- India’s sunscreen market is valued at ₹2,000 crore, with HUL holding nearly one-fourth of the market share.

Sources: Economic Times, MSN India, ET Bureau