DR.Rashel, a skincare brand under PP Consumer had earlier this year announced the launch of its new campaign ‘No Drama, Only Flawless Glow’ headlined by Ekta Kapoor, the reigning queen of Indian television.
Kapoor, known for her drama-filled storytelling on screen, partners for the first time with a skincare brand. With DR.Rashel’s Korean Glass Skin Series, she is championing a drama-free approach to skincare while adding her signature storytelling twist to the campaign.
The launch video has already created a strong buzz across digital platforms. In the Ad, Kapoor plays on the craze around K-dramas by humorously calling herself the original drama queen, only to announce the launch of her own “K-Series.” Instead of another dramatic saga, she introduces a K-Series with no drama, just skincare.
The video then moves into a playful reveal where she showcases DR.Rashel’s Korean Glass Skin products in her inimitable style. From the no-nonsense Face Wash that clears impurities, to the Korean Nose Strips that fight blackheads, the Korean Serum that brings radiance, and the Korean Moisturizer that keeps skin smooth, each product is presented as part of a drama-free ritual.
The campaign closes with Ekta holding the exclusive Korean Glass Skin Gift Box, surrounded by microphones, declaring the line that sums it all up: “No Drama, Only Flawless Glow.”
Medianews4u.com caught up with Pravin Bera Co-Founder DR.Rashel
Q. The beauty industry is very easy to enter, but very difficult to build relevance in. Could you talk about the challenges of growing relevance in a competitive category?
Getting into the beauty industry is easy, though staying relevant is challenging. Intense competition, small attention spans, and savvy customers are the reality of the beauty segment today. As a brand, you have to earn customer respect – every single day.
How we at DR.Rashel do it – by being authentic, innovative, and consistent with quality. We believe in building trust through real results, and for us, relevance is about showing up meaningfully where it matters most.
Q. What goals have been set in the coming three years when it comes to products like DR.Rashel, Sponsor Nail Artistry, Petrol Perfume, Mary Jo K Makeup and Potato Nail Polish?
Over the next three years, it’s all about scaling with purpose. Growth is important, but it has to add value to the people we serve. With Dr.Rashel, we’ll continue to lead with products that deliver real results through dermatologist-approved formulations. Our Korean Glass Skin Series has been getting an incredible response, and we’ll continue to build on that momentum.
Mary Jo K, on the other hand, will focus on celebrating individuality. We project it as a platform where everyone can voice their style and preferences. With Sponsor Nail Artistry and Potato Nail Polish, our goal is to make professional nail care accessible. We want everyone to experience quick-dry, salon-quality products without the salon price tag. And finally, Petrol Perfume will keep its positioning – bold, performance-driven fragrance – intact in the coming years.
Q. Could you talk about the R&D that goes into building conscious, high-quality brands?
Our R&D philosophy is deeply rooted in a “Customer-centric” approach. We believe that our products must add value and improve someone’s daily routine.
Our teams work closely with dermatologists to deliver best-in-class products at the most competitive prices. Each formulation undergoes multiple safety and performance tests before it reaches the market. This ensures that Dr.Rashel’s products deliver results that are both effective and reassuring. For us, conscious formulation is a sacred duty to create products that are made with genuine care and consciousness.
Q. How is the growth in K-pop culture being on display when it comes to Korean beauty products?
K-pop has transformed the idea of beauty comprehensively. It’s aspirational, inclusive, and beautifully gender-neutral. The culture has catalysed the shift in Indian consumers’ mindset – from luxury to part of everyday life.
Our Korean Glass Skin range is endorsed by none other than Korean artist Aoora. The products draw inspiration from the global appeal of Korean beauty, with crafting done specifically for Indian skin types.
Q. What is Dr.Rashel’s USP in a category that has lots of new entrants?
Quality is our biggest strength. The excellence we deliver at such accessible prices is something we take real pride in. It’s not easy to achieve and equally hard to replicate.
We achieved this excellence through our manufacturing capabilities and a strong network of distributors. Our partnerships helped us grow steadily and become a global success story – not just across India, but also into neighbouring countries.
Q. Could you talk about the creative brainstorming that led to the collaboration with Ekta Kapoor?
Korea is known for its high-drama television. However, the skincare routines followed there are surprisingly simple. After collaborating with Aoora from Korea, we wanted to connect with someone who has mass appeal in India.
That’s where Ekta Kapoor came in. We thought, what if we partnered with the Queen of Indian Drama to promote a drama-free skincare philosophy? Ekta perfectly embodies ambition and self-assurance. Her involvement brought an emotional depth to our campaign that felt real and relatable to our audience.
Q. What are the tactics adopted that will help the drama-free approach to skincare stand out during the festive season?
We have a strong consumer base with a large number of loyal customers. Our De-Tan Scrub and Charcoal Nose Strips are bestsellers on Amazon and Flipkart. We know our audience well, and our digital team does an incredible job of sharing messages that truly resonate with target audiences. This explains why our products perform consistently throughout the year — not just during the festive season.
Specific to the festive season, we’ve introduced our Special Korean Skin Routine Gift Set. And what a tremendous response we are receiving!!! Our strategy this festive season is all about clean, confident skincare storytelling. The goal is simple: to make skincare communication both entertaining and informative, so that people feel inspired and empowered to care for their skin.
Q. The campaign is expected to bring the glass skin trend and drama-free skincare philosophy into Tier 2 and Tier 3 markets as well. Is Q-Commerce playing an important role in those markets by bridging the gap between demand and supply?
Currently, our products are available on Blinkit, BigBasket, and Instamart, although the coverage is primarily in major cities. We’re taking a strategic growth approach to expansion.
Our priority is to establish ourselves as the number one beauty brand on major e-commerce platforms. After that, we will increase our footprint to tier two and tier three cities across India in a phased manner. The idea behind this thoughtful expansion is to expand our reach without compromising quality or accessibility.
Q. What other marketing activities and innovations can we expect for PP Consumer’s various brands? What percentage of sales usually come from the festive season?
Engagement through storytelling is key to our experiential marketing strategy. These holistic efforts are put across PP Consumer brands — DR.Rashel, Mary Jo K, Sponsor Nail Artistry, Potato Nail Polish, and Petrol Perfume.
Consumers can anticipate beauty pop-ups, influencer campaigns, collaboration-themed lipstick and other beauty products, and interactive in-store experiences that will create an elevated beauty shopping experience that is more fun, engaging.
The holiday season is a major sales driver for us, making up 30% of our annual sales. Beyond sales growth, this also accelerates brand-building and nurturing relationships with our customers.
Q. How is AI being leveraged by PP Consumer in areas like product innovation, affordable pricing, and marketing efficiency?
AI integration is transforming the ways we create, communicate, and connect with our audience. AI helps us produce videos and visuals that are engaging and eye-catching. This allows our products to stand out in a crowded beauty space.
Beyond marketing, AI also supports us in anticipating consumer behaviour and predicting trends. We also deploy AI to optimise pricing so that our products remain both premium in quality and accessible in value. The new-age tech is also enabling us to make smarter, faster, and data-driven decisions.
Q. Does programmatic advertising play an increasingly important role?
Programmatic advertising allows our marketing to be data-driven and highly targetted, making sure campaigns reach the right people at the right time. It enables us to track performance in real time and optimise budgets efficiently.
The technique helps in delivering personalised messages that resonate with our audience. Summarily, the programmatic advertising helps us make every marketing spend work smarter to maximise our impact.
Q. How are advances in AR, VR, and MR helping the company deepen storytelling online?
AR, VR, and MR are helping us redefine how consumers connect with our brands. The advances in these technologies offer incredible opportunities to make storytelling engaging, immersive, and interactive.
We are building an Experience Ecosystem that will allow people to interact with our products in entirely new ways. This will take the beauty brands into the realm of unforgettable experiences. We firmly believe that innovations must deepen the customer connections and make every interaction meaningful.
Q. Microdramas will allow for opportunities in branded content. Does PP Consumer have plans in this area?
We haven’t explored microdramas just yet. However, it is an interesting space that we are keeping an eye on. We see how audiences are engaging with short-form storytelling and branded content.
We are looking closely at the viewer responses from both a reach and profit-sharing perspective. Once we have realised a concept that makes sense with our brand and appeals to our audience, we would be willing to take the risk and try it out later down the road.
Q. How does PP Consumer approach B2B marketing through areas like participating in retail events, workshops? Is B2B marketing becoming more creative?
B2B marketing has changed considerably. It’s no longer about margins and distribution — it’s about building partnerships and creating experiences. We participate in retail events and beauty expos to showcase innovations to our partners.
Today, B2B marketing is more creative than ever. It’s about storytelling and training-led engagement that help retailers and salon professionals truly understand products. When our partners feel confident and informed, it directly enhances how the end consumer experiences our brand.
Q. Is CSR activation about brand building?
To us, CSR has never been about brand building — it’s making a genuine contribution to the lives of individuals. Everything we do is focused on empowering women in rural areas and developing sustainable livelihoods by providing them with income-generating opportunities.
Every programme we carry out is based on care and responsibility instead of marketing. If any goodwill comes our way, that is attractive to us only as a by-product. The real satisfaction we receive is seeing communities thrive, women grow in confidence, and lives transform for the better.
Q. Is PP Consumer targeting an IPO at some point, like MamaEarth or an exit?
We are currently focussed on building a strong foundation and exploring our product lines further. We are also putting resources into brand value that will last.
While we are not set on an IPO, we are open to opportunities that fit with our long-term vision and business objectives. Growth is not just about numbers. Growth is creating a brand that will live on, make an impression on consumers, and positively influence the business of beauty for the foreseeable future.
