HUL to Amend Sunscreen Ad Following Delhi High Court Hearing in Dispute with Honasa
FMCG giant Hindustan Unilever (HUL) has agreed to modify a disputed digital promotion for its SPF 50 variant of Lakmé Sun Expert sunscreen, amid ongoing legal proceedings initiated by Honasa Consumer, the parent company of Mamaearth. The decision came after a Delhi High Court hearing on May 15, where both parties were asked to submit a statement of agreement by May 17.
Honasa Consumer had filed a plea earlier this month, alleging that HUL’s sunscreen ad made misleading and disparaging claims about competing products by implying that sunscreens “don’t work” without specifying scientific substantiation. The ad reportedly featured a comparative skin protection demonstration using papaya images, contrasting both SPF 30 and SPF 50 sun protection.
The startup argued that such representations could mislead consumers and damage the reputation of rival brands, including Mamaearth, particularly at a time when the brand has been expanding its footprint aggressively in the skincare segment.
During the court hearing, HUL stated it would revise the ad to ensure that while it still criticizes general product inefficacy, it does not specifically project rival brands as ineffective or harmful. The FMCG major also confirmed it has begun removing the contentious digital ad from platforms such as YouTube and Instagram, although links to the original visuals reportedly remain accessible at the time of reporting.
The case shines a spotlight on the increasing competitive intensity in India’s ₹55,000 crore personal care market, especially in categories such as skincare and sun protection. Honasa, which went public in 2023, has become a notable disruptor, directly challenging legacy players like HUL through aggressive marketing and digital-native positioning.
This legal episode underlines the growing scrutiny on advertising claims within the FMCG sector, particularly in categories where scientific efficacy plays a major role in consumer decision-making. It also signals heightened regulatory sensitivity around comparative advertising practices in India’s crowded beauty and personal care space.
The next hearing in the case is scheduled for July 31, with both parties expected to adhere to their committed modifications and submissions.