As India battles rising temperatures and escalating UV exposure, there remains a glaring gap in skincare awareness - specifically, around sunscreen. Despite its prominence in beauty aisles and influencer content, SPF literacy in the country is alarmingly low. Most consumers equate a higher SPF number with total protection, unaware that SPF is not a full-proof shield - it only measures how long the product can delay sunburn under ideal conditions. Without deeper knowledge, this misunderstanding can result in long-term skin damage, especially for India’s diverse range of skin tones.

Adding to the concern is a lack of regulation. India currently does not enforce mandatory in-vivo SPF testing or strict labelling norms. This allows brands to claim SPF 50 or "broad spectrum" protection without proving efficacy under real-world conditions. The result? An unchecked market filled with underperforming sunscreens and misinformed users.

Lakmē launches #LakméSPF50Truth100 - a science-first campaign demanding transparency, stronger regulation, and public awareness around sun protection. In a country where sunscreen is not a cosmetic luxury but a daily essential, this campaign calls for a complete mindset shift in how we approach sun care. Because sunscreen isn’t just for summer or the sun. UV rays affect us all year round - in the monsoon, indoors, even at night. Lakmē is advocating for this change alongside voices like The Tatva, who are working together to bring this conversation to light.

At the core of this initiative is Lakmē’s commitment to in-vivo SPF testing, which involves testing sunscreen on human skin in real-life settings. Lakmē Sun Expert SPF 50 has been subjected to this global gold-standard testing since 2015, in compliance with ISO 24444 (SPF efficacy) and ISO 24442 (UVA protection). This ensures the sunscreen delivers what it promises—no overstatements, no shortcuts.

The campaign also raises awareness about the dangers of SPF misinformation. When sunscreen fails to deliver, consumers are unknowingly left vulnerable to sunburn, pigmentation, premature aging, and even long-term UV-induced skin conditions. It’s a public health concern, not just a cosmetic one.

Since 2016, the brand has been in active consultation with the Bureau of Indian Standards (BIS) and regulatory bodies, urging India to adopt rigorous testing norms that align with global standards. The goal is simple: ensure consumer safety and elevate the benchmark for sun care in the Indian market.

Lakmē combines dermatological validation with advanced UV filter technologies to ensure both safety and performance. Formulated with Indian skin and climates in mind, Lakmē’s sunscreens are designed to be non-sticky, lightweight, and effective in humid conditions. The brand also offers innovative formats - like sticks, gels, primers, and fluids - to make sun care easy and consistent.

In a country where the sun is a year-round threat, sunscreen should not be treated as a cosmetic luxury - but as essential daily protection. Lakmē’s campaign is a much-needed call to action for consumers to demand verified claims, and for brands to deliver them.

Because when it comes to SPF, truth isn't optional - it's a health essential.