In a spirited and pointed LinkedIn post, Ghazal Alagh, Co-founder and Chief Innovation Officer at Honasa Consumer, stirred fresh debate across the Indian FMCG and skincare sectors. Reacting to Lakmé’s recent launch of an in-vivo tested SPF 50 sunscreen, Alagh extended a cheeky but welcoming nod, praising the move as a “finally!” moment for traditional players.
The post comes in the wake of a strategically placed billboard from The Derma Co. — one of Honasa’s high-performance skincare brands — right beside Lakmé’s, reading: “Welcome to the standard.” The message underlined the brand's confidence in its long-held commitment to clean, scientifically-backed formulations and honest marketing.
Alagh’s post positioned the development as a win not just for consumers, but for the broader market. “Good competition is always great for any market,” she wrote. “It keeps brands from becoming sleepy, lethargic and brings more innovation.” She pointed out the complacency that has historically plagued India’s legacy FMCG players and reaffirmed Honasa’s role in shaking up that status quo — first with Mamaearth’s clean-label movement, and now with The Derma Co.’s evidence-led approach to skincare.
In a sharp remark likely to spark conversation, Alagh hinted at product mimicry, suggesting traditional brands are not just inspired but occasionally “blatantly copy products from name to packaging.”
Still, the message was ultimately constructive: the market is maturing, and consumers are winning. Alagh ended her post with a timely PSA on sunscreen use, reminding readers to prioritise clinically tested products and reapplication.
As the skincare category continues to heat up, so too does the creative and strategic rivalry between new-age disruptors and storied legacy brands. It’s competition — with a touch of controversy — that’s setting new standards for transparency and performance in the Indian beauty aisle.
