Sunscreen Showdown: Ghazal Alagh Accuses Lakmé of Product Imitation, Ignites Industry Debate

 

Sunscreen Showdown: Ghazal Alagh Accuses Lakmé of Product Imitation, Ignites Industry Debate

Mamaearth co-founder Ghazal Alagh recently stirred up controversy by calling out Lakmé for allegedly copying Mamaearth’s sunscreen stick product. This move has sparked debates across the skincare and FMCG sectors. As competition intensifies in India’s booming personal care market, this face-off is not just about two brands, but about ethics, innovation, and consumer trust.

In a development that has stirred the Indian skincare industry, Ghazal Alagh, co-founder of Honasa Consumer—the parent company of Mamaearth—has publicly accused Hindustan Unilever's Lakmé brand of imitating Mamaearth's sunscreen product. This allegation has sparked widespread discussions about innovation, intellectual property, and ethical practices within the beauty sector.

The Allegation

Alagh took to social media to express her concerns, highlighting striking similarities between Mamaearth's Aqua Glow Hydrating Sunscreen and Lakmé's newly launched sunscreen. She highlighted resemblances in product design, naming conventions, packaging aesthetics, and key ingredients. Alagh emphasized the extensive research and development that went into creating Mamaearth's product, suggesting that Lakmé's offering was a direct imitation.

Industry Reactions

The accusation has elicited varied responses from industry experts and consumers alike. Some have applauded Alagh for standing up against what they perceive as unethical practices by larger corporations. Others have called for a more nuanced understanding, noting that similarities in product features are not uncommon in the highly competitive skincare market.

Consumer Feedback

The controversy has also reignited discussions about product efficacy and customer satisfaction. While some users have voiced support for Mamaearth, citing positive experiences with its products, others have shared criticisms. For instance, a user named Aditi (@Sassy_Soul_) posted on social media, urging people to discard Mamaearth products, claiming ineffectiveness. Alagh responded to such criticisms by reaffirming her commitment to product quality and inviting direct feedback from consumers.

Regulatory Scrutiny

This incident comes at a time when Honasa Consumer is already under the scanner for advertising practices. The Advertising Standards Council of India (ASCI) reported that Honasa had the highest number of advertising violations in 2023, with 187 ads flagged for issues ranging from misleading claims to non-compliance with guidelines. Industry experts warn that repeated violations could erode consumer trust and brand credibility.

Legal Challenges Abroad

Adding to Honasa's challenges, a UAE court recently ordered the company to pay approximately Rs 57 crore in compensation to its former distributor, RSM General Trading LLC. The court found that Honasa had terminated the distributorship agreement without adhering to contractual obligations. Honasa has announced plans to appeal the decision, asserting that the court's order lacks merit.

Implications for the Industry

The public nature of Alagh's accusation against Lakmé underscores the growing tensions between emerging startups and established conglomerates in the beauty industry. It highlights the challenges startups face in protecting their innovations and the need for robust intellectual property safeguards. Moreover, the incident serves as a reminder of the importance of ethical practices and transparency in maintaining consumer trust.

Mamaearth co-founder Ghazal Alagh recently stirred up controversy by calling out Lakmé for allegedly copying Mamaearth’s sunscreen stick product — a move that has sparked debates across the skincare and FMCG sectors. As competition intensifies in India’s booming personal care market, this face-off is not just about two brands, but about ethics, innovation, and consumer trust.

 

🔥 Lakmé’s Threat Landscape: What’s at Stake?

Threat	Description
1. Brand Image Risk	Allegations may harm Lakmé’s reputation as an innovator.
2. Loss of Consumer Trust	Gen-Z and Millennials value originality and may boycott perceived copycats.
3. Legal Scrutiny	IP infringement claims could escalate if Mamaearth proceeds legally.
4. Social Media Backlash	Influencers and conscious buyers may side with Mamaearth.
5. Comparison Reviews	Online reviewers may now pit both products head-to-head, affecting Lakmé’s product ratings.
6. Innovation Reputation	May be viewed as follower, not leader.
7. Customer Migration	Mamaearth’s loyal base could grow as a result of this exposure.
8. Product Cannibalization	Similar products within Unilever’s portfolio (Lakmé parent) may compete internally.
9. Regulatory Audits	If claims prove strong, regulatory scrutiny may increase.
10. Influencer Detachment	Influencers may pull back from promoting Lakmé amidst controversy.
11. Sustainability Criticism	Mamaearth emphasizes natural, eco-friendly values, putting pressure on Lakmé.
12. Negative Press	Media coverage framing Lakmé as a copier can have long-term impact.
13. Decline in Shelf Priority	Retailers may prioritize Mamaearth for novelty appeal.
14. Investor Concern	Repeated accusations can concern institutional investors in Unilever.
15. Search Engine Decline	SEO metrics might fall as Mamaearth sees a spike.
16. Litigation Costs	Potential legal defenses can divert resources.
17. Consumer Lawsuits	Class-action or customer-driven complaints are a remote risk.
18. Supply Chain Redesign	If IP rules are tightened, Lakmé may need to rework packaging or formula.
19. Viral Content Impact	Viral memes or reels could reinforce a negative perception.
20. Brand Loyalty Shifts	Customers are increasingly switching to “conscious” brands like Mamaearth.
21. Retail Boycotts	Natural-focused retailers might pause stocking copycat products.
22. Disruption in New Launches	Launch plans for similar products may face delays or redesigns.
23. Global Scrutiny	As a Unilever brand, Lakmé might attract criticism in international markets.
24. Ethical Investor Pushback	ESG (Environmental, Social, and Governance) investors may scrutinize such practices.
25. Product Recall Risk	In case of regulatory pressure or public pushback, a recall might be demanded.

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📊 Data Snapshot: Online Trends

Metric	Mamaearth Sunscreen Stick	Lakmé Sunscreen Stick (New)
Google Search Interest (March 2025)	85/100	34/100
Instagram Hashtag Mentions (Past Week)	#MamaearthSunscreen – 12k	#LakmeStickSunscreen – 2.1k
YouTube Reviews (Count)	230+	47
Customer Ratings on Amazon (Avg)	4.4 ⭐	3.8 ⭐
Price	₹599	₹499

 

🧠 Suggestions for Lakmé (Post-Crisis Strategy)

1. Acknowledge Feedback Publicly.
2. Launch a "Lakmé Innovates" campaign showing original R&D initiatives.
3. Collaborate with Indian dermatologists for clinical validation.
4. Highlight unique ingredients or texture differences.
5. Offer limited-edition variants to stand out.
6. Run a transparency report on product development.
7. Launch an interactive poll with consumers on innovation ideas.
8. Start a "Beauty Backed by Science" series on social media.
9. Sponsor sustainability influencers to bridge the ethical image gap.
10. Run a “Build Your Product” contest inviting Gen-Z inputs.
11. Collaborate with AYUSH or local labs to promote local sourcing.
12. Create a video showcasing Lakmé’s heritage and originality.
13. Invite Ghazal Alagh for a public dialogue or roundtable.
14. Introduce a QR code on products linking to full formulation story.
15. Partner with tech startups for innovation acceleration.
16. Use AR filters showing sunscreen stick effects for awareness.
17. Launch a skin consultation app to differentiate digitally.
18. Increase customer education about SPF and sun protection.
19. Offer sunscreen combo packs with unique value add-ons.
20. Work with colleges to encourage product design challenges.
21. Share behind-the-scenes R&D labs via Insta reels.
22. Create a Sunscreen Lab Pop-up Booth in malls.
23. Emphasize cruelty-free, dermat-tested certifications.
24. Launch a Lakmé Originality Pledge on World Creativity Day.
25. Host a "What Makes Us Original" panel with experts and consumers.

 

Conclusion

 The public nature of Alagh's accusation against Lakmé underscores the growing tensions between emerging startups and established conglomerates in the beauty industry. It highlights the challenges startups face in protecting their innovations and the need for robust intellectual property safeguards. Moreover, the incident serves as a reminder of the importance of ethical practices and transparency in maintaining consumer trust. As the debate continues, it remains to be seen how Lakmé will respond to the allegations and whether this incident will prompt broader discussions about innovation and ethics in the skincare industry. For consumers, the controversy offers an opportunity to reflect on the values they prioritize when choosing products

References

1. Ghazal Alagh’s statement on Instagram (March 2025) – original video & caption [@ghazalalagh]
2. Google Trends Data – March–April 2025
3. Amazon India – Customer Ratings (Sunscreen Stick Category)
4. Instagram Hashtags – via Meta Tools for Business
5. Mint, Business Standard & YourStory articles (March–April 2025)
6. Mamaearth Official Website – https://mamaearth.in
7. Lakmé Product Listings – https://lakmeindia.com