SkinBB challenges taboos with Yeh Ladko Wala Kaam Hai push on mens skincare

Skin Beyond Borders is reframing how mens skincare is discussed in India with a month long initiative tied to International Mens Day. Through the SkinBB YehLadkoWalaKaamHai campaign, the science led skincare intelligence platform is positioning grooming and self care as essential to health, hygiene and personal confidence.

Running through November, the campaign directly challenges the belief that skincare is only ladkiyon ka kaam. Instead, it spotlights concerns that many men quietly deal with, including ingrown hairs, hair loss, excessive sweating, body odour, uneven jawlines and stubborn belly fat.

SkinBB is using visually engaging content and expert led conversations to organise the narrative around four key themes, namely laser hair reduction, body contouring, hair restoration and body odour solutions. Each theme is designed to show how dermatology backed treatments address functional issues rather than offering purely cosmetic upgrades.

Adding depth to the initiative, SkinBB has released a special episode of its RXFX Show titled From Taboo to Trend The Evolution of Mens Skincare in India. The episode traces how routines have moved from basic soap and aftershave to structured skincare, aesthetic procedures and even makeup, with men increasingly comfortable seeking these solutions. The full episode is available on Skin Beyond Borders YouTube page.

Across three segments titled The Past, The Present and The Future, the RXFX episode looks at cultural, scientific and behavioural forces that have shaped mens grooming habits. The discussion challenges myths such as the idea that men need fewer products and examines the influence of marketing, social media and rising comfort with treatments like laser hair reduction and non invasive contouring.

The show brings together a broad panel of experts. Segment 1 features dermatologist Dr Kaleem Khan of Skin Indulgence Clinic and consultant at Wockhardt Hospital and P D Hinduja Hospital, Neha Kolwankar, founder of Beyond Blendz Derma, and Dr Soma Sarkar, founder director of Savoir Wellness and co founder of Skin Beyond Borders.

Segment 2 includes Geet Rathi, vice president marketing at Mosaic Wellness and brand owner of ManMatters, celebrity makeup artist Dr Cherag Bambboat of Magical Makeovers and dermatologist Dr Pravin Banodkar, founder of Skin Crest Clinic and co founder of Skin Beyond Borders. Segment 3 reunites Dr Khan, Dr Sarkar and Dr Banodkar to explore where mens skincare is heading. The conversation is hosted by presenter and anchor Surbhi Vaid.

Co founder and chief marketing officer Supriya Marathe says men have long struggled with skin issues while feeling judged for wanting to address them. With the current initiative and RXFX episode, SkinBB aims to normalise these concerns and place mens skincare firmly in the mainstream. The goal is to create a relatable, science backed, stigma free space where men feel empowered to manage skin and hair health.

As the month progresses, the platform will roll out additional expert content, relatable stories and practical guidance to support informed decision making. By combining credible dermatological insight with engaging formats, the campaign is nudging India toward a more inclusive view of mens grooming.

The RXFX Show itself is part of SkinBB’s wider mission to place India more prominently in the global skincare conversation. By creating a space where clinicians, brands, researchers, labs and entrepreneurs can exchange ideas, the series aims to catalyse innovation and collaboration that benefits both the industry and consumers.

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