MAM
Oteria launches lip balm range with Sugandha Mishra
From Devdas drama to Queen energy, this lip balm launch comes with a side of Bollywood flair and a whole lot of pout power.
MUMBAI: Oteria, the gender-neutral skincare brand from Rivpra Formulations, has teamed up with actor-comedian Sugandha Mishra to launch a new lip balm range that blends skincare with a playful dose of hindi movie-inspired storytelling. The launch is backed by a three-part digital campaign that sees Mishra slipping into personas inspired by pop-culture favourites including Queen, Devdas and Prem Ratan Dhan Payo. Each character-led film is tied to one of the brand’s three lip balm variants Strawberry, Vanilla and Chocolate turning what could have been a simple beauty launch into a cheeky, cinematic flavour parade.
The campaign leans heavily into expression and personality, positioning lip care as something more fun, mood-led and relatable rather than purely functional.
Behind the theatrics, however, sits a sharply segmented product strategy.
The Vanilla Tinted Lip Balm, priced at Rs 599, comes with SPF 30 for daily protection. The Chocolate Tinted Lip Balm, priced at Rs 499, is infused with cocoa butter, Vitamin E and encapsulated peptides aimed at deep nourishment. Meanwhile, the Strawberry Lip Plumping Balm, priced at Rs 799, combines 1 per cent Vitamin E, caffeine and encapsulated peptides to deliver hydration alongside an instant plumping effect.
Vibhor Rastogi, Director at Rivpra Formulations and Oteria, said the collaboration was designed to make lip care “simple, effective, and enjoyable”, while also reflecting Sugandha Mishra’s naturally versatile personality.
The campaign also continues Oteria’s wider push around circadian rhythm-based skincare, a growing skincare philosophy centred on aligning routines with the body’s natural biological cycles.
For a category often crowded with pastel packaging and predictable messaging, Oteria’s latest move attempts something a little more performative. Instead of merely selling lip balm, the brand is selling characters, moods and mini movie moments, all wrapped into a pocket-sized skincare essential.
The newly launched range is now available on Amazon, Flipkart, Nykaa and Oteria’s official website.
