Beauty and skincare brand Skinvest has officially partnered with internet personality and pop culture icon Orry, turning weeks of organic social media buzz into a formal brand collaboration for its newly launched Melts lip care range.
The partnership follows a series of paparazzi sightings that captured Orry carrying and using Skinvest Melts, sparking conversations across social media. According to the brand, what started as an unplanned moment of visibility has now become an official association, bringing greater attention to its science-led approach to lip care.
Melts is Skinvest’s latest offering in the lip care category, designed as a two-step AM–PM ritual tailored for Indian consumers. The range aims to move beyond conventional lip balms by combining skincare-focused ingredients with protection, treatment and overnight recovery.
The daytime AM variant (SPF + Tint) features SPF 30 PA++++, UV filters, Maxi-Lip™ Peptide Technology, Ceramide NS and Hyaluronic Acid to help protect lips from sun exposure while providing hydration and a tinted finish suited to Indian skin tones. Meanwhile, the PM variant (Repair + Brighten) is formulated with PDRN Renewal Technology, Wonderlight™ Complex and nourishing ingredients designed to support overnight repair and improve the appearance of uneven lip tone over time.
According to Skinvest, Orry’s continued use of Melts was not part of a pre-planned influencer campaign but emerged organically before the partnership was formalised. The company described the association as a natural validation of the product rather than a conventional celebrity endorsement.
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Commenting on the launch, Divya Malpani, Founder and CEO, Skinvest, said “Melts has been one of our most considered launches till date because we knew lip care deserved more attention than it usually gets. From the formulation and texture to the final experience, every decision came from wanting to create something consumers would actually use consistently and see results from. Seeing the positive response to Melts, including from Orry, has been incredibly rewarding and reinforces our belief that thoughtfully created products resonate with people.”
Sharing his thoughts on the collaboration, Orry said “What stood out to me immediately was that Melts didn’t feel like a typical lip balm. It felt elevated but still easy to use every day. I liked that there was attention to both the experience and the formulation.”
FAQs
- What is the Skinvest and Orry collaboration about?
Skinvest has officially partnered with Orry after weeks of organic buzz generated by paparazzi spotting him using the brand’s newly launched Melts lip care range. The collaboration aims to spotlight Skinvest’s science-led approach to lip care. - What is Skinvest Melts?
Skinvest Melts is a two-step AM–PM lip care ritual designed for Indian consumers. The range includes an SPF-infused daytime lip treatment and a nighttime repair formula that focuses on hydration, protection and overnight recovery. - What are the key features of Skinvest Melts?
The AM variant offers SPF 30 PA++++, UV protection, hydration and a tinted finish, while the PM variant is formulated with ingredients such as PDRN Renewal Technology and Wonderlight™ Complex to support overnight lip repair and improve the appearance of uneven lip tone. - How did Orry become associated with Skinvest?
The collaboration began after Orry was repeatedly spotted by paparazzi carrying and using Skinvest Melts. According to the brand, the association grew organically before evolving into an official partnership. - Why is the Skinvest–Orry partnership significant?
The partnership highlights a growing marketing trend where brands build on authentic product discovery and organic social buzz instead of relying solely on planned celebrity endorsements, helping create stronger consumer credibility and engagement.
