India, Aug 19: Nat Habit, one of India’s fastest-growing Fresh Ayurveda personal care brands, has launched its latest campaign, “Asli Ubtan for Asli Glow,” for its Brightening & DeTan Ubtan Tikta Face Wash. The campaign brings attention to the fact that repeated cleansing can strip the skin of its natural oils, potentially leaving it feeling dry and tight. In contrast, Nat Habit’s Ubtan Face Wash is designed to make cleansing an active part of the skin-renewal process.
The campaign film brings this consumer insight to life through a humorous and relatable story of a young woman repeatedly washing her face before important moments, from meetings and dates to everyday occasions where she wants to look her best. As her face-washing becomes increasingly exaggerated, the film challenges the familiar belief that more cleansing means more glow, while highlighting that effective cleansing need not come at the cost of the skin’s natural oils and moisture. Through the campaign, Nat Habit encourages consumers to move from repeatedly washing their skin to cleansing it more thoughtfully. Cleansing should not just be about what you take away from the skin, but also about what you leave behind. And this is where Nat Habit reimagined what cleansing could do for the skin.
At the heart of the formulation is Patented LentiClear Technology -Nat Habit’s technology that harnesses the power of lentils and dals with natural cleansing surfactants. Unlike conventional cleansers that primarily wash away surface impurities, LentiClear is designed to help regulate excess sebum, clear deep pores and lift dull, oxidised surface layers, revealing fresher and more radiant-looking skin. The formulation is built around a regenerative bitter cleansing formula which focuses on supporting natural cell renewal while delivering a gentle, non-drying cleanse. The result is skin that is not just clean, but clearer, smoother and visibly brighter.
What makes the formulation distinct is how it brings the traditional Ubtan ritual into a technology-led daily cleanser. Instead of simply adding familiar Ubtan ingredients to a conventional face wash, Nat Habit combines real dals, besan, turmeric and rakt chandan with its LentiClear technology to create a modern cleansing system. This brings together the traditional benefits associated with Ubtan with a contemporary formulation designed for cleansing, gentle exfoliation, brightening and de-tanning—all in one daily-use face wash. In doing so, Nat Habit reimagines Ubtan not as an occasional beauty ritual, but as a thoughtful, everyday approach to cleansing and skin renewal.
Commenting on the campaign, Swagatika Das, Co-Founder – Nat Habit said,
“At Nat Habit, we believe innovation begins by questioning habits that consumers have accepted as routine. Frequent face washing may create an immediate sense of freshness, but it can also leave the skin stripped of its natural oils. Our campaign brings this everyday habit to life in a simple and relatable way, encouraging consumers to question whether more washing really means more glow. That insight led us to create a cleanser that delivers beyond cleansing, combining the familiarity of traditional ubtan with the precision of modern formulation science and LentiClear™ Technology. By bringing together fresh Ayurvedic ingredients, R&D and our understanding of the consumer, we are creating a new generation of everyday skincare that is rooted in tradition but designed for contemporary needs.
Nat Habit’s Tikta category comprises fresh, 100% natural Ayurvedic face washes that bring together bitter herbs including neem, karela, amla and ubtan pastes. The category has seen strong consumer adoption, with Ubtan Face Wash emerging as the fastest-growing product in the category.
Through the campaign, Nat Habit reinforces its belief that real glow is not about repeatedly stripping the skin, but about giving it the nourishment it needs. This approach is supported by Nat Habit’s vertically integrated Fresh Ayurveda model, giving the brand greater control across ingredient sourcing, formulation, manufacturing and freshness.
The Ubtan Face Wash has also been recognized with the ASSOCHAM Best Natural/Organic Product of the Year 2024, further adding to its product credentials.