Honasa Consumer Sues HUL Over ‘Misleading’ Lakme Ad: Legal Battle Brews in the Beauty Sector
Dispute Over Lakme’s “SPF Lie Detector Test” Campaign Reaches Delhi High Court
In a significant legal development in India’s competitive skincare industry, Honasa Consumer Ltd., the parent company behind popular personal care brands Mamaearth and The Derma Co., has filed a lawsuit against Hindustan Unilever Ltd. (HUL) over what it alleges is a “disparaging and misleading” advertisement by Lakme, HUL’s flagship beauty brand.
According to a CNBC report, the case has been filed in the Delhi High Court, where Honasa Consumer claims that Lakme’s recent campaign, titled “SPF Lie Detector Test”, unfairly undermines rival sunscreen products — including one that bears a striking resemblance to a sunscreen by The Derma Co.
The Crux of the Controversy
The advertisement in question presents itself as a myth-busting test on SPF claims of various products in the Indian market. The campaign appears to cast doubt on the effectiveness of sunscreens from unnamed competitor brands — one of which, Honasa argues, closely resembles their own product packaging and design.
In its legal filing, Honasa asserts that the ad is misleading to consumers and unfairly tarnishes the image of rival brands by implying they provide subpar sun protection. It has urged the court to intervene, claiming that HUL’s commercial violates advertising ethics and misrepresents scientific testing.
Industry Giants at Odds
This lawsuit brings two of India’s most prominent personal care players into a high-profile legal battle. Honasa Consumer, founded in 2016, has rapidly scaled up with a strong digital presence and a product portfolio tailored to millennial and Gen Z consumers. Mamaearth and The Derma Co. have both gained significant traction in India’s booming beauty and skincare space.
On the other hand, HUL, India’s largest FMCG company, boasts a legacy of trusted brands like Lakme, Dove, and Pond’s. With immense reach and marketing muscle, HUL remains a formidable force across personal care categories.
The SPF-focused campaign was launched as part of Lakme’s strategy to reclaim ground in the growing skincare segment, where newer players like The Derma Co. have been making inroads with science-backed, dermatologically tested formulations.
Next Hearing on April 17
The Delhi High Court is scheduled to hear the matter on April 17, when both parties will present their arguments. Legal experts say the outcome could have wider implications on how comparative advertising is regulated in India, especially in the hyper-competitive beauty and wellness industry.
Should the court side with Honasa, HUL may be asked to pull the ad or modify it significantly. Conversely, a ruling in favor of HUL may set a precedent for more aggressive advertising campaigns in the future.
A Test Case for Brand Wars in India
As the Indian skincare market continues to grow and diversify, brand wars are heating up — not just on shelves and digital platforms, but in courtrooms as well. This case highlights the fine line between competitive marketing and potentially misleading claims, especially in segments where consumer trust and product efficacy are critical.
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