Palak Tiwari in Mamaearth’s Rice Face Wash commercial
The advertisement showcases Tiwari in a tennis game setting, promoting the face wash’s double hydration formula containing rice water and niacinamide. This marks Tiwari’s second collaboration with the brand this year, following an earlier Ubtan Face Wash campaign.
“Glass skin isn’t just a trend anymore, it’s what my generation genuinely wants,” Tiwari said, emphasising the product’s appeal to younger demographics seeking fresh, hydrated skin.
Snigdha Anand, SVP and Brand Head for Marketing at Mamaearth, said the campaign takes a youthful approach while highlighting the product’s hydration benefits backed by rice water and niacinamide. The campaign will run across digital platforms throughout India.
Founded by Ghazal Alagh and Varun Alagh, Mamaearth has grown its portfolio to over 200 products within six years, reaching more than five million customers across 500 Indian cities. The brand’s products are available through its website, major e-commerce platforms including Amazon, Nykaa and Flipkart, and over 40,000 retail locations.
Mamaearth is part of Honasa Consumer Limited’s portfolio, which includes brands such as The Derma Co, Aqualogica, Bblunt, Dr Sheth’s and Staze, with distribution across 18,000 pin codes in India.
The shares of Honasa Consumer Limited ended on the NSE today at ₹278 down by ₹2.35 or 0.84 per cent.
Published on October 17, 2025
