Mumbai: Bubble Me, an Indian wellness brand, has announced its rebranding as it transitions from a bath and body care company into a magnesium-first wellness brand, with a focus on making everyday wellness more accessible, simple and science-backed.
The new brand identity reflects Bubble Me’s expanding product ecosystem, evolving understanding of consumer needs and its broader ambition to build awareness around magnesium wellness in India.
Founded on the belief that self-care should be enjoyable and approachable, Bubble Me has evolved over the past two years through consumer insights, product innovation and a growing focus on everyday wellness needs, including recovery, sleep, stress management and targeted comfort.
As the brand expanded beyond bath rituals into magnesium-based wellness solutions, it identified the need to align its identity and communication with its broader product portfolio and long-term vision.
The rebranding introduces a cleaner, more refined and sophisticated brand language, while retaining Bubble Me’s approachable character. The transformation spans its visual identity, packaging, website, product communication and educational content, creating a more cohesive consumer experience across age groups and wellness needs.
Bubble Me’s appearance on Shark Tank India Season 5 also contributed to the evolution of its brand positioning. The brand received appreciation from the Sharks and secured an investment offer from Aman Gupta, which founder Akshina Jindal ultimately chose not to accept. Feedback during the appearance highlighted that the brand’s visual identity was strongly associated with bath and body care, prompting the team to reassess consumer perception as its portfolio expanded.
Speaking about the rebranding, Akshina Jindal, Founder of Bubble Me, explained that the shift goes beyond a visual refresh, it reflects a sharper sense of where the brand wants to create impact. She pointed to magnesium’s widespread, and largely invisible, shortfall in Indian diets as a key driver: data from the National Nutrition Monitoring Bureau shows several micronutrients, magnesium among them, falling below 50% of the RDA for a majority of the population studied, and most Indian doctors and nutritionists believe everyday diets meet only around 70% or less of overall micronutrient needs. According to Akshina, it was this gap paired with two years of customer feedback and product learning that consistently pointed Bubble Me toward magnesium wellness as an area where real, underserved impact was possible. The rebrand, she said, is meant to reflect that shift: a brand people across age groups can trust as they build healthier routines, with education, transparency, and scientific credibility at its core, and an ambition to make magnesium a mainstream household conversation in India.
As part of the rebranding, Bubble Me has expanded its magnesium wellness portfolio with the Magnesium Pain Relief Roll-On, a topical solution designed for targeted application to areas such as the neck, shoulders, back, knees and elbows. Its portable format is intended to make topical wellness and recovery easier to incorporate into everyday routines.
The brand is also preparing to introduce two products as part of its magnesium-first portfolio. The first is a daily magnesium supplement powered by its proprietary ZMC Complex, combining Magnesium Glycinate, Zinc and Vitamin B6, with a focus on transparency around magnesium sources and elemental magnesium content.
Bubble Me is also set to launch the Body Reset Magnesium Lotion, formulated with Magnesium Chloride, Ceramides, Hyaluronic Acid and botanical essential oils. The product is designed to hydrate the skin while offering a recovery ritual for tired muscles after long days, workouts or travel.
Together, the new products are aimed at reinforcing Bubble Me’s vision of developing a comprehensive, science-backed magnesium wellness ecosystem.
With the rebranding, Bubble Me plans to expand its presence across areas including sleep, recovery, pain relief and everyday wellbeing. The brand will also continue investing in consumer education around magnesium, its role in wellness and informed approaches to supplementation.
Bubble Me’s long-term vision is to establish a broader wellness identity that makes magnesium relevant across age groups, lifestyles and everyday routines.
