La Pink, India’s first beauty brand with a 100% microplastic-free formulation products, launches its new campaign “Purity that Belongs to Our Roots”, timed with the celebrations of Lohri and Makar Sankranti. The campaign brings together age-old traditions and modern skincare choices, highlighting how purity remains central — in rituals, in values, and in what we apply on our skin.
The film traces the journey of a Punjabi woman as she moves from the warmth of a Lohri bonfire to the calm of a Makar Sankranti sunrise. As part of her festive preparation, she applies La Pink Body Lotion and Ideal Bright Face Serum, grounding skincare within everyday rituals. During Lohri, she lights the bonfire and offers popcorn and peanuts to the fire — a symbolic act of releasing what is unwanted. This moment draws a parallel with La Pink’s philosophy of eliminating microplastics and unnecessary additives from skincare formulations.
As night transitions into morning, Makar Sankranti becomes a marker of renewal and fresh beginnings. The narrative reflects this shift through a simple morning routine using La Pink Ideal Bright Face Wash and Serum, reinforcing the idea that purity is not a one-time choice but a daily practice. The film concludes on a decorated terrace at sunrise, with the protagonist holding a kite as her phulkari dupatta lifts in the breeze — a quiet expression of confidence, balance, and freedom.
The significance of the campaign lies in its cultural and conscious perspective. Lohri and Makar Sankranti are festivals that celebrate cleansing, gratitude, and new cycles. By aligning these rituals with its microplastic-free promise, La Pink positions purity as both a traditional value and a modern responsibility. The campaign highlights that skincare can honour heritage while meeting contemporary expectations of safety, transparency, and effectiveness.
Commenting on the campaign, Nitin Jain, Founder, La Pink shared,
“Festivals like Lohri and Makar Sankranti remind us to pause, reflect, and choose what truly belongs in our lives. Through this campaign, we wanted to extend that thought to skincare — encouraging mindful choices that are rooted, responsible, and free from microplastics.” Campaign
