Honasa vs HUL: Lakme to modify its sunscreen ad

The Delhi High Court today heard a suit filed by Honasa Consumer Ltd against Hindustan Unilever Ltd (HUL), challenging a sunscreen campaign for HUL’s brand, Lakmé. Honasa alleged that the campaign was misleading and disparaging.

The matter was resolved after HUL voluntarily agreed to withdraw the current advertisement and make necessary modifications. These changes include, but are not limited to, removing the term “online bestseller” and altering the color of the product packaging featured in the ad.

Reacting to the court order, HUL, in a statement said, "The honourable Delhi High Court has permitted to continue with the campaign with some modifications. There is no injunction against the Lakme campaign. In return, Honasa has also agreed to take down their social media posts on all platforms."

"We respect the outcome to continue with our Sun Superiority Campaign with some modifications. This demonstrates the pivotal need for raising awareness around SPF efficacy, transparency, and accountability in the sun care category, keeping consumer interest and safety at the core. Lakmē has been conducting SPF efficacy and safety tests for over a decade, grounded in globally accepted scientific protocols. We have always believed in the power of science to inform product innovation and protect consumer interests. This campaign is part of Lakme’s broader commitment to set a new benchmark for sun protection standards in India. Unfortunately, there are some sellers, who have been falsely claiming SPF 50. In the interest of consumers, upon independent testing by accredited labs, they fall far short of stated claims; misleading consumers on sunscreen, which has skin implications like pigmentation, skin ageing and spots. At Lakme, we will continue to reaffirm our unflinching commitment to integrity, consumer safety, and scientific excellence, and be a leading voice to advocate for transparency and higher standards in skincare, by developing products backed by sound science, research and innovation," they mentioned.

The dispute was triggered by a recent Lakmé campaign for its Sun Expert SPF 50 sunscreen, which featured a segment titled the “SPF Lie Detector Test.” The ad implied that certain popular sunscreens available online exaggerated their SPF claims. While no brands were mentioned directly, the visual design of two generic sunscreen bottles in the ad bore a striking resemblance to products from Mamaearth’s The Derma Co. and Nykaa’s Dot & Key.

Ghazal Alagh co-founder and Chief Innovation Officer at Honasa Consumer Ltd.—the parent company of Mamaearth and The Derma Co.—responded, accusing Hindustan Unilever-owned Lakmé and Sunsilk of copying product formulations and packaging. Alagh’s in a LinkedIn post, which was later deleted, featured a comparative list of product launch dates under the headline "OG versus Copy." She alleged that Lakmé 9to5 Sun Expert’s SPF 50 sunscreen mimicked The Derma Co.'s offering, Lakmé’s Vitamin C face wash resembled Mamaearth’s version, and Sunsilk’s onion shampoo was an imitation of Mamaearth’s popular onion range.

The post read: “We Honasa Consumer Ltd. put a lot of love, effort, and hard work into bringing true innovation to our consumers... Humble request to respect innovation and not plagiarise it.”

This isn’t the first time Alagh has taken a swipe at the personal care giant. Just days earlier, she had posted a visual of competing billboards from The Derma Co. and Lakmé placed side by side, welcoming Lakmé to what she dubbed the “SPF 50 club.” The post highlighted the rising pressure for legacy brands to match newer players’ commitment to scientific testing and clinical transparency—something Honasa has repeatedly spotlighted as its USP.