SAMMMM Launches pH+LUSH with Heli Daruwala
SAMMMM, the youth-focused beauty and self-care brand, has launched pH+LUSH, its first co-created makeup product developed with actress and creator Heli Daruwala. The new product is a two-in-one cheek and lip tint oil designed to give a natural-looking pink flush.
The idea began when Heli was looking for an easy way to achieve a soft, natural blush. Her conversation with SAMMMM co-founder Samara Roy led to a collaborative product development process. Heli’s Instagram community also shared feedback, while the team tested more than 80 samples and explored different colours, textures, applicators and packaging charms.
The product uses a pH-responsive formula designed to react to the wearer’s skin chemistry and develop a personalised pink tint. Priced at ₹700 for 6 ml, pH+LUSH is available through SAMMMM’s website.
With this launch, SAMMMM is highlighting its approach to product development, where creators and consumers can contribute to ideas and help turn everyday beauty needs into products.
