Skin Beyond Borders (SkinBB), India’s pioneering science-led skincare intelligence platform, is driving a decisive cultural shift this November. It has launched a month-long #YehLadkoWalaKaamHai campaign to lead that change.
Challenging outdated beliefs
In honour of International Men’s Day, the rolled-out initiative directly challenges the long-held belief that skincare, grooming, and self-care are “ladkiyon ka kaam”. Instead, it positions them as essential parts of men’s health, hygiene, and confidence.
Addressing real concerns
The #YehLadkoWalaKaamHai campaign runs throughout November and addresses real, overlooked concerns that modern men face. These concerns include ingrown hairs, hair loss, excessive sweating, body odour, uneven jawlines, and stubborn belly fat. SkinBB spotlights four focused themes using visually engaging content and expert-led conversations. Each theme tackles functional, everyday issues men experience, reinforcing that dermatology-backed treatments offer practical benefits far beyond cosmetic appeal.
The RXFX Show: From taboo to trend
SkinBB boosted the movement by releasing The RXFX Show episode titled “From Taboo to Trend: The Evolution of Men’s Skincare in India.” The episode traces how men’s skincare in India has transformed over the years. It also shows the shift from basic soap-and-aftershave habits to growing comfort with structured routines, aesthetic procedures, and even makeup.
Exploring past, present, and future
Across three dynamic segments—The Past, The Present, and The Future—the panel explores shifting cultural norms and scientific misconceptions. It also examines behavioural motivators and the growing influence of marketing and social media. Moreover, the discussion shows men increasingly embracing laser hair reduction and non-invasive contouring, signalling a clear shift from stigma to openness.
Normalising men’s skincare
Supriya Marathe, Co-Founder and CMO of SkinBB, spoke about the campaign, saying the initiative aims to normalise men’s skincare. She also added that men had silently struggled with skincare concerns for years, often feeling judged for wanting to take care of themselves. With #YehLadkoWalaKaamHai, they want to place men’s skincare firmly in the mainstream and create a relatable, science-backed, stigma-free space.
Ongoing insights and education
Throughout November, SkinBB will continue releasing expert-driven insights, relatable narratives, and practical tips to help men make informed choices. Furthermore, blending credible dermatological knowledge with engaging formats, the campaign pushes India toward a modern, inclusive view of men’s grooming.
Fostering growth and innovation
The RXFX Show forms a core pillar of SkinBB’s mission to position India as a global contributor to skincare innovation. Additionally, the platform fosters partnerships and sparks industry growth, making skincare education accessible and influential.