Kolkata : FEM, one of
India’s most trusted skincare brands from the house of Dabur, is set to
redefine the single-use facial kits category with the launch of two new,
sophisticated facial treatments: the FEM
Niacinamide Glass Glow Facial Kit and the FEM Hyaluronic Lumi Bright Facial Kit. The exciting new range will
be fronted by acclaimed actress Sonam
Bajwa as the official brand face.
The new FEM
Single-Use Facial Kits offer Complete At-Home Glow Rituals, thoughtfully
formulated with powerful actives and indulgent textures to deliver instant,
radiant transformation in a single sitting. Distinguishing itself from the
standard 5-step category offerings, FEM provides a comprehensive 7-step regimen
that includes both a dedicated serum and a sunscreen for a more holistic
experience. The range features two variants: the FEM Niacinamide Glass Glow
Facial Kit, infused with 24K Gold & Niacinamide, promising a rejuvenating,
tone-evening ritual for a luxurious "glass-like glow;" and the FEM
Hyaluronic Lumi Bright Facial Kit, enriched with Pure Diamond, Hyaluronic Acid
and Red Algae, designed to deeply hydrate, smoothen, and brighten the skin for
an instant, luminous "Lumi Bright" finish.
“With the
launch of FEM’s single-use facial kits, Dabur is entering a new phase of its
beauty journey. This marks our first-ever digital-led launch—a reflection of
our commitment to innovation and digital transformation. FEM has always been
synonymous with glow & transformation, and this launch elevates that
promise for a new generation seeking effective, easy, and indulgent skincare
experiences.” Abhishek Jugran, Executive
Vice President, Marketing, Dabur India Ltd., said.
To amplify the
launch, FEM is rolling out a 360-degree, digital-first marketing campaign
headlined by Sonam Bajwa and powered by a strong influencer network, featuring
Miss Universe India, Manika Vishwakarma, alongside leading beauty creators. The
campaign connects with consumers through engaging digital films, expert-led
tutorials, and authentic influencer storytelling, centred on FEM’s new-age
beauty philosophy: “Redefining Glow”.
Announcing the Launch Sonam Bajwa said, “I love how
FEM’s new facial kits make glowing skin feel so effortless. They’re simple to
use and deliver instant results, even when I’m constantly on the move. For me,
that’s what modern beauty is all about—easy, effective, and
confidence-boosting. I’m so proud to be associated with a brand that’s truly
synonymous with glow & confidence.”
“The new FEM
single-use facial kits are designed to meet the growing consumer need for
convenience without compromise. While most offerings in the category feature a
standard 5-step regimen, FEM goes a step further with a comprehensive 7-step
treatment with a serum & a sunscreen, designed to deliver a more holistic
and indulgent skincare experience. With Sonam Bajwa as the face of this launch,
we’re confident the brand will connect deeply with beauty consumers.” Virat Khanna, Head, Skin Care, Dabur India
Ltd.
Marking a
strategic milestone, this debut represents the brand’s first-ever digital-led product launch, signalling FEM’s
evolution into a modern, digitally driven beauty brand crafted for today’s
new-age consumer.
With a legacy
built on bleaches, FEM now boldly steps into the ritualistic beauty and
skincare space, promising to redefine at-home glow through 7-step single-use
facial kits. The kits combine trusted ingredients with new-age actives for
visible, transformative results in just one use.
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