Skincare brand Sebamed has launched a campaign using nail art to highlight the issue of dandruff itch and promote scalp health. Titled The Smallest Nail Art Campaign, the initiative involved 30 lifestyle and beauty influencers and took place at Belissimo Nail Studio in Khar, Mumbai.
The campaign centres around a common reflex — the act of scratching the scalp with fingernails. Sebamed used nail beds as a medium to address this behaviour, featuring detailed micro nail art that illustrated the discomfort of dandruff and the urge to scratch. The designs also pointed towards a dermatological solution rather than temporary relief through scratching.
This campaign is part of Sebamed’s ongoing efforts to shift the focus from dandruff flakes to scalp health and itch relief.
Philip Kuncheria, Country Head - Sebamed, said, “We wanted to start an honest, light-hearted conversation about something we all experience but rarely talk about — scalp itch. By using nail art as our storytelling device, we were able to combine beauty with dermatological insight in a way that feels both fresh and fun. We loved the irony of it — the nails we often use to scratch becoming the place where the message lives. It’s cheeky, clever and gets people thinking without preaching.”
Sachin Kamble, CCO, Leo, added, “When it comes to powerful storytelling, scale doesn’t matter — relevance does. We loved the absurdity of using nails, the very tool we instinctively use to scratch our scalp, as our media space and that too the tiniest space. It’s disruptive, delightful, and deeply insightful. With this campaign, we wanted to reframe an everyday action into a conversation starter about scalp health, one tiny nail at a time.”
Since its launch, the campaign has reached over 550,000 accounts and generated more than 450,000 engagements across reels and carousels, according to the brand.
