The Indian beauty company started off the year announcing the launch of its premium lip balm range.
This new launch is a major move in the company’s new product strategy, said Nitin Passi, chairman and managing director of Lotus Herbals.
“This launch is our big play into what we’re calling ‘hybrid beauty’ — where products blur the lines between skin care and cosmetics. This range is a stepping stone as we scale our focus on smart innovation in lip care. We’re intent on being category disruptors by addressing unmet needs with high-performance products that are as much about experience as they are about efficacy.”
He added: “We’re not just creating lip care products—we’re making a statement.”
Designed for youths
The new series taps into several trends that resonate with millennials and Generation Z cohorts.
“This range embodies our commitment to innovation and our desire to connect with the vibrant, trend-conscious audiences of today, all while staying true to the trust and care our brand has stood for over the decades,” said Passi.
He added the products emphasised a “lab-meets-lifestyle approach” while offering a “gourmet sensorial experience”.
The formulas contain ingredients such as hyaluronic acid, peptides, ceramides, and vitamin E. The formulas also contain SPF15 for sun protection.
“Our decision to include power-packed actives like hyaluronic acid, peptides, and ceramides reflects the skin-intellect fusion ethos trending globally. These ingredients dominate the beauty playbook because they combine targeted efficacy with results… This ingredient curation resonates with what consumer calls ‘skinvesting’—choosing products that invest in their long-term health and beauty.” said Passi.
The brand is positioning the new lip balm range as both a skin care essential and a trendy beauty accessory that appeals to the youth demographic.
“The new vegan lip balm range seamlessly blends high-performance skin care with Gen Z’s dopamine beauty aesthetic, featuring pop-candy hues and sleek, minimalist packaging.”
Passi expressed his confidence in the new lip range, highlighting that they were conceptualised and designed to compete in the intense marketplace.
“In a crowded lip care market, differentiation is our non-negotiable goal. We focus on what we call stacked value propositions. These lip balms deliver functionality with performative ingredients, cater to aesthetics with non-sticky, tinted finishes, and align with clean beauty principles… Add to that an Indian consumer-friendly pricing strategy, sleek minimalistic packaging, and eco-conscious materials, and we have a product that checks every box for the discerning, trend-savvy consumer.”
More to come
The range consists of three variants – Peptide, Café Mocha, and Sugar Delight – and the brand has plans to expand it further.
“We’re already ideating on what’s next! We see white space in areas like advanced lip treatments, hybrid lip oils, and multi-use formats that blend skin care and makeup. There’s also significant potential in curating gender-neutral products and leveraging seasonal or event-specific launches to keep our portfolio fresh. The goal is to meet trends, and set them, creating a constant buzz in the beauty ecosystem.”
According to company, the lip care category in India is booming and is set to be worth $1.48bn this year and grow at a CAGR at 3.13% in the next four years.
“This range is a stepping stone as we scale our focus on smart innovation in lip care. We’re intent on being category disruptors by addressing unmet needs with high-performance products that are as much about experience as they are about efficacy,” said Passi.
Moving forward, Lotus Herbals also plans to expand other high-potential categories in the booming Indian beauty market.
“2025 is going to be all about scaling innovation and market dominance. We’re doubling down on categories like dermaceutical skin care with botanical ingredients which ensure safety and sustainable luxury makeup while expanding more on our digital-first approach. Expect more collaborative drops and partnerships that tap into cultural truths, and product lines that fuse natural wisdom with cutting-edge technology,” said Passi.
