The campaign connects cultural rituals with conscious skincare, positioning microplastic-free formulations as part of everyday festive routines.

La Pink, India’s beauty brand with 100% microplastic-free formulations, has launched a new festive campaign titled ‘Purity that Belongs to Our Roots’, timed around Lohri and Makar Sankranti. The campaign uses cultural symbolism and everyday rituals to communicate the brand’s positioning around purity, responsibility and mindful consumption.