MUMBAI: India's beauty landscape is getting a pH-tastic makeover. La Pink, the country's first beauty brand boasting 100 per cent microplastic-free formulations, has launched its #InsideYourSkin campaign, promising to decode the mysteries of Indian skin.

Founder Nitin Jain isn't mincing words: "We're not just selling products; we're starting a skin health movement."

Inspired by his wife, Jain's brand is taking on the beauty industry's dirty little secret – microplastics.
The brand's hero lineup includes face wash, toner, serum, sunscreen, and lip balm, packed with globally sourced ingredients that sound more like a gourmet menu than skincare: white haldi from India, cactus flower from Australia, and Kakadu plum from the US.

" Maintaining healthy skin is imperative," Jain quips. " I feel that if we are able to raise awareness about how important it is to understand how pH levels function Inside our skin, it’ll be easier to understand how our skin responds better. "

The products promise to balance pH levels, tackle pigmentation, control oil, and hydrate – all while being kinder to the planet.

The #InsideYourSkin campaign is more than marketing – it's a rallying cry for skincare that understands the unique needs of Indian skin, says the beauty brand.