Secret to Radiance: Dabur Fem launches new facial kits
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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