Naturali’s new campaign challenges inherited beauty standards

Personal care brand Naturali is looking to strengthen its connect with women aged 25-35 by combining a familiar concern around hairfall with a larger message on beauty standards and individual choice. The brand, owned by Guiltfree Industries, the FMCG arm of the RP-Sanjiv Goenka Group, has launched a new campaign for its Anti-Hairfall range featuring actor Medha Shankr.

The campaign, titled around the idea that “There is an I in Naturali”, focuses on how women often grow up receiving unsolicited advice about their hair, including from family members. Set against the backdrop of a wedding, the film follows Shankr’s character as she prepares for her sangeet and encounters comments about her hair. Flashbacks to her childhood show how such remarks can follow women through different stages of life.

The film ends with the protagonist returning with visibly fuller-looking hair and handing her hair extensions back to her aunt, signalling her decision to move beyond others’ expectations.

“What I liked about this story is how familiar it feels. So many women grow up hearing opinions about their hair, often from the people closest to them,” Shankr said. “I think there's something freeing about realising that you don't have to live by those expectations and can choose what feels right for you.”

Vikas Jain, CFO of Guiltfree Industries, said the company's focus was on making effective, nature-inspired personal care accessible to more consumers while building lasting trust and relevance in their everyday routines.

“With this campaign, we wanted to capture something that often gets brushed off as harmless advice: the constant opinions women hear about their hair,” said Anirrban Mukherjii, vice president, personal care at Guiltfree Industries. The campaign's central message, he added, is about bringing the focus back to the individual and reminding women that their choices should be their own.

The campaign promotes Naturali's Anti-Hairfall range, which includes shampoo, conditioner and hair mask formulated with rosemary, Korean ginseng and biotin. Its scalp serum combines rosemary and Korean ginseng with Redensyl. The products are designed to address different stages of a haircare routine, from cleansing and conditioning to nourishment and scalp care.

Launched in September 2023, Naturali offers haircare, skincare and body care products positioned around botanical ingredients and affordability. The latest campaign signals the brand's effort to make its Anti-Hairfall range more relevant to younger consumers by pairing functional haircare with a message of personal choice.

The range is available on the brand's website.