EVERQ, the personalised skin health platform from Puresta, has entered the microdrama space with ‘So Dermatic!’, an original 12-episode series built around everyday skincare behaviours and misconceptions.
The move marks EVERQ’s foray into entertainment-led brand storytelling, with the series moving away from conventional product and routine-led skincare advertising. Instead, it uses short-form fiction to explore how people discover, discuss and approach skincare through social media, search, AI, family advice and everyday conversations.
Set in an EVERQ dermatology clinic, ‘So Dermatic!’ follows a recurring cast comprising a dermatologist, receptionist, Gen Z intern and cleaning lady. The clinic serves as the setting for stories around home remedies, social media hacks, late-night Google searches, AI-generated advice, beauty filters and common beliefs around skincare.
The series opens with ‘Don’t Put Skin in the Game’, in which glowing skin unexpectedly becomes a workplace problem. The remaining episodes include ‘Mummy Alert’, ‘Tunak Tunak Treatment’, ‘Mehnat ka Pimple’, ‘The AI-dentity Crisis’, ‘Farm to Face’, ‘Sensitive Subject’, ‘The B&W Beauty Hack’, ‘Jal Lijiye’, ‘Clean Breakup’, ‘Who Took the Credit... Who, Who, Who?’ and ‘Acne Ki Supari’.
Hitaysh Dhingraa, Co-Founder & CEO, Puresta, said, “Skincare has moved beyond the traditional beauty aisle. People discover, discuss and debate it through reels, creators, search, AI, family advice and entertainment. We wanted EVERQ to participate in that behaviour rather than simply advertise into it. With ‘So Dermatic!’, we are creating entertainment around the conversations people are already having about their skin. The idea is to make dermatologist-led skincare more relatable and culturally relevant, while building a brand property that can grow over time.”
The series uses situations spanning workplace conversations, family dynamics, dating, social media and Indian jugaad to move away from the conventional imagery and language of skincare advertising.
With recurring characters and a fixed clinic setting, the format is designed as an ongoing IP rather than a one-off campaign, giving EVERQ a framework to explore new skincare behaviours, cultural trends and consumer conversations through subsequent stories.
So Dermatic! marks EVERQ’s move into entertainment-led communication, using microdrama to build a storytelling property around how consumers live, discuss and approach skincare.
