Legal disputes & lavish budgets: Summer skincare market turns hotter than the sun

A volatile mix of heightened consumer awareness, performance-centric storytelling, and a whole lot of marketing muscle is what is fuelling the sun skincare war, say experts

This summer, skincare isn’t just about science and SPF—it’s a battleground. With marketing budgets ballooning by an average of 25%, and every brand trying to outshine the other, India's sun care market is witnessing its fiercest fight yet. And it’s not just in the aisles or on Instagram—the heat has spilled into the courtroom.

In a dramatic turn, HUL recently sued Mamaearth (Honasa Consumer) for allegedly running misleading ads that took aim at competitor products. Mamaearth fired back, accusing HUL of greenwashing. As the legal face-off plays out in the Delhi High Court, it’s exposed a deeper truth: the sunscreen category is no longer a seasonal sideshow—it’s a war zone. And this summer, everyone wants a bigger slice of the protection pie.

What’s fueling the fire? A volatile mix of heightened consumer awareness, performance-centric storytelling, and a whole lot of marketing muscle. Brands like Fixderma, Plum, Foxtale, Lotus Herbals, Joy Personal Care, and PEP Brands (parent to mCaffeine, HYPHEN) are doubling down on everything from TikTok-style education to IPL-led endorsements, each gunning for top-of-mind recall in what’s now become a high-stakes category.

Let's break down each of their strategies:

Across the board, brands have significantly ramped up summer marketing budgets in 2025. O3+ reports a 25% YoY increase in their summer ad spend, dedicating a massive 35% of their annual marketing budget to the season. Fixderma calls summer their “Super Bowl,” while Plum confirms spending nearly 30% of their annual budget this quarter—up 25% from last year. Foxtale has also allocated approximately 10% of their annual marketing budget this summer.

Meanwhile, PEP Brands has funneled a robust 25% of its annual budget into summer campaigns, calling this a “high-consumption window” across body and face sun care. And Lotus Herbals? They’re keeping their numbers confidential but admit this is their “most substantial investment to date” in their Safe Sun portfolio. So is Joy Personal Care who shared that their marketing budget is slightly skewed towards the summer season. They have witnessed notable growth in their summer portfolio over the past couple of years. Additionally, Poulomi Roy, chief marketing officer at Joy Personal Care (RSH Global) revealed that their association with the IPL is a key summer-focused initiative.

Digital is the reigning queen. Influencer marketing and performance-led platforms like Meta, YouTube, and Google are absorbing the lion’s share of budgets.

Rohit Ohri, ex-Chairman of FCB India, agrees on digital dominance. “Instagram, YouTube, Nykaa, even Moj and Josh—they're where skincare battles are fought today,” he notes, pointing out the rise of science-led storytelling and the power of emotional hooks. “It’s not science vs. story—it’s science with soul.”

According to Nisha Sampath, Managing Partner at Bright Angles Consulting, influencer marketing works best when it’s authentic and user-led. “Nano-influencers and loyal users often drive more meaningful engagement than top-tier celebrities,” she says.

Fixderma has committed 70% of its budget to digital, with a sharp no-go on print or OOH. Foxtale too is focusing more on digital—about 40 to 50%. Another 10 to 15% goes into retail promotions for Foxtale, which help drive in-store conversions and improve visibility at the retail level.

Meanwhile, O3+ is spending 30% on digital, with a good chunk also going to TV (20%) and outdoor (15%). Plum’s priority is digital and influencer media, which still has “a long way to go” in terms of reach, according to CEO Shankar Prasad.

mCaffeine and HYPHEN are heavily digital too, using storytelling around product textures and use-cases to make sunscreen more engaging. Lotus Herbals is deploying a “Precision Presence Strategy” across OTT, social platforms, and regional TV, with in-store activations supporting retail impact. Even traditional channels like TV are being used tactically—Fixderma allocates 25% to TV during “high-impact summer weeks” only.

Joy Personal Care is using a combination of mass media such as TV, followed by digital, social media, and other platforms to maximize reach with influencer marketing continuing to play a significant role in their strategy. Roy further adds, “Since digital and social media platforms are dynamic, we are closely monitoring performance and adjusting our budget based on the data.”

India isn’t a monolith, and sunscreen marketing this year is as regionally tailored as a wedding menu. Brands like Plum and Lotus Herbals are going hyperlocal with vernacular content and geo-contextualized media, ensuring campaigns are climate- and culture-specific—from the dry heat of the north to the sweaty coastlines of the south.

Fixderma isn’t investing in regional language ads per se, but their retail activations are precisely targeted at dermatology clinics and high-performing geographies. mCaffeine and HYPHEN have embraced region-specific messaging, especially in Tier 2 and Tier 3 cities, reflecting consumer demand variations in body care and sun protection formats. Foxtale’s Chief Strategic Officer, Anindita Biswas revealed that vernacular content plays a big role for them—using regional languages helps improve engagement and build stronger brand recall. She revealed that they are also partnering with regional influencers, who have a strong emotional connection and credibility in their local markets.

“Additionally, we’re doing a lot of retail and digital tie-ups, offering location-based promotions, store-level engagement, and integrating platforms like WhatsApp for better communication with customers,” Biswas added.

Influencer marketing is a clear winner, but the game is shifting. While most brands agree that influencer campaigns are essential, they’re becoming increasingly micro-targeted. Plum and mCaffeine dedicate 25% and 5–10% of their budgets, respectively, to influencer marketing. Lotus Herbals is taking a bold stance this summer—eschewing celebrity endorsements in favor of what they call “Realfluence” over “Starfluence.” In short: no Bollywood face, just hero ingredients and formulation-first storytelling.

Foxtale too, is putting around 15 to 20% into influencer marketing, as it helps in building authenticity and strong engagement. The majority of that—around 70 to 80%—is focused on influencers, across both macro and micro tiers, as they help them maintain authentic, ongoing conversations with the audience.

That said, HYPHEN is leveraging co-founder Kriti Sanon’s credibility as a skin-conscious celeb to amp-up launches, without onboarding new celeb faces. Across the board, micro- and nano-influencers—especially regional creators—are proving their worth as more authentic, trust-rich messengers.

There’s a clear evolution in the sunscreen category: from cosmetic afterthought to daily-use dermaceutical. Fixderma’s “Har Din Sunscreen” campaign is pushing hard to position SPF as a daily habit, not a holiday product. O3+ is emphasizing anti-pollution and blue light defense, and Plum is educating consumers with its “You & We, #StrongerThanUV” messaging. Joy Personal Care has also launched a digital video commercial (DVC) in collaboration with the IPL, marking their fourth consecutive year partnering with Kolkata Knight Riders (KKR). The primary goal of the campaign is to spark conversations among a younger audience—especially cricket enthusiasts. This film boldly challenges the outdated notion that skincare is solely for women by showcasing men who confidently embrace skincare as part of their routine.

For Foxtale, the focus has shifted towards skin protection. The brand is emphasizing protection against sun damage and skin repair, as consumers are becoming more conscious about proactive skincare. There's also a growing demand for minimal, multi-use products and clean, lightweight formulas that do more and simplify routines. And finally, UGC and reviews across platforms are playing a huge role in decision-making. Real experiences and results are what today’s consumers are really paying attention to.

Formulation and ingredients are front and center—whether it’s O3+’s reef-safe SPF 50+ tinted sunscreen or Lotus’s UltraRx Serum with Cica extract and Hyaluronic Acid. HYPHEN is dialing into concern-led messaging, helping consumers decode formulations like their 2-in-1 sunscreen with five ceramides or ultra-light SPF with Tinosorb and Uvinul. Even mCaffeine is blending science and self-care, using ingredients like raspberry extract and coffee to make sun protection sensorial and sustainable.

While exact figures are guarded like SPF secrets, performance remains the North Star. Fixderma is aiming for stronger conversion and visibility, while Lotus Herbals is chasing what it calls “Triple-Impact Metrics”: awareness, engagement, and conversion. PEP Brands has already hit a benchmark of 60% repeat users in Q4 FY25 and is aiming for even higher retention this summer.

In a sea of sunscreens, how do you stand out? For O3+, it’s lightweight, multi-tasking products and sustainable packaging. For Fixderma, it’s not seasonal hype but problem-led launches. Plum focuses on “clinically proven efficacy,” and Lotus is banking on its 20-year legacy and unique formats like sunscreen serums. HYPHEN is dominating the face sunscreen space, while mCaffeine is pioneering body SPF with sensorial products like their Raspberry SPF 50 Lotion.

Meanwhile, Joy Personal care continues to maintain an active summer portfolio for the last five years. Given the growing consumer preference for light moisturizers, they are also promoting their Hydra Gel. Additionally, sunscreen remains an essential summer product, and their Lemon Face Wash and Ultra Matte Dry Touch Sunscreen are at the centrepiece of the latest brand campaign featuring KKR players. Much effort is also given to monitoring consumer preferences and adjusting R&D efforts accordingly.

Foxtale is focusing on their sunscreens that are multi-functional and go beyond just SPF—products that combine sun protection with real skincare benefits. “On the marketing side, we’ve partnered with influencers and wellness voices to position sun care as part of a broader self-care routine,” she says, adding that they’re also rolling out seasonal pop-ups and influencer-led campaigns to drive offline engagement. Plus, they’re also investing in educational content and expanding referral programs to build trust and community around the category.

According to Biswas, Foxtale is targeting a ROAS of 3–5x on performance campaigns and around 1.5–2x on branding efforts. On the brand side, they’re aiming for a 5–7% lift in awareness, driven by a mix of digital and influencer-led content. For engagement, they’re looking at a 3–6% rate on influencer posts, which has been a strong indicator of resonance with the audience.

Even packaging and positioning have become battlefields: ultra-lightweight fluids, non-greasy finishes, and layering-friendly formulas are no longer add-ons—they’re entry tickets.

2025’s sunscreen market isn’t a playground—it’s a war zone. From formulation to format, from pricing to packaging, every decision is made with scale, science, and scrutiny in mind.

The HUL vs. Mamaearth saga may have exposed the cracks, but it also raised the bar. Consumers are watching, courts are intervening, and brands are responding—with better claims, tighter storytelling, and smarter strategies.

In a category once ruled by seasonal demand, only those who build year-round trust, transparent labels, and agile media playbooks will survive the SPF wars.

This summer, one thing’s clear: if you’re not serious about sunscreen, you’ll get burned.