Dermatologist-prescribed skincare brand Fixderma has launched a new campaign, ‘Men’s Skincare Janta Party (MSJP)’, featuring content creator Vansh Gandhi to promote conversations around men’s skincare. Built around the hashtag #SkincareKarLeBhai, the campaign uses humour and satire to encourage men to adopt dedicated skincare routines while challenging traditional perceptions around male grooming.
The campaign portrays Gen Z women staging a light-hearted protest, highlighting the lack of attention given to men’s skincare and advocating for healthier skincare habits. Through this approach, Fixderma aims to spark discussions around the growing acceptance of skincare among men.
Alongside the campaign, the brand has introduced FOR MEN, a dermatologist-developed skincare range designed to address common concerns such as dullness, tanning, pigmentation, uneven skin tone, excess oil production, and dandruff. The launch marks Fixderma’s expansion into India’s men’s skincare category as demand for targeted, ingredient-led skincare products continues to grow.
The new range includes a Brightening Face Wash, Brightening Face Moisturizer, Brightening Face Serum, Brightening Face Mask, Brightening Sunscreen SPF 50+, and an Anti-Dandruff Shampoo. The products are formulated with ingredients including White Tomato Extract, Alpha Arbutin, Niacinamide, Salicylic Acid, and Tea Tree Oil to target specific skin and scalp concerns through daily skincare routines.
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Commenting on the launch, Shaily Mehrotra, CEO and Co-Founder, Fixderma & FCL, said, ” The conversation around men’s personal care has evolved significantly over the years, but skincare continues to be one of the most underserved categories. Today’s consumers are looking for solutions that are simple, effective, and backed by dermatological science rather than generic grooming products.”
She further added, “With FOR MEN, we are bringing Fixderma’s clinical expertise to a dedicated range designed to address the unique needs of men’s skin and scalp. Through the MSJP campaign, we also want to normalise skincare for men and encourage them to view healthy skin as an essential part of everyday self-care, not an occasional indulgence.”
Anurag Mehrotra, Chairman and Co-Founder, Fixderma, said, “Men’s skincare is no longer a niche category; it is emerging as one of the most significant growth opportunities in the beauty and personal care industry. As consumer awareness continues to evolve, we see a clear shift towards dermatologist-backed, efficacy-driven solutions over conventional grooming products. With FOR MEN, we are expanding our portfolio to serve this evolving demand while staying true to our commitment of making science-led skincare more accessible.”
He further added, “The Men’s Skincare Janta Party campaign reflects our belief that meaningful consumer conversations can be sparked through relevant cultural moments, helping normalise skincare as an essential part of every man’s daily routine.”
