Kolkata – Emami Ltd has undertaken a major brand overhaul in 2025, rebranding its legacy men’s product Fair And Handsome to Smart And Handsome, and launching Emami Pure Glow in the fast-growing brightening cream segment.
The Smart And Handsome transition, anchored by new brand ambassador Kartik Aaryan, marks a shift from fairness-led messaging to holistic male grooming. To retain legacy equity, the new packaging features the message “Fair And Handsome is now Smart And Handsome,” aiding recognition during shelf transition.
“We see a tremendous opportunity to address a broader spectrum of grooming needs for today’s dynamic young men,” said Mohan Goenka, Vice Chairman and Wholetime Director. “This refreshed identity will further solidify our leadership.”
The brand now includes solutions across face, hair, and body care, with packaging reflecting a modern, performance-driven identity aimed at younger male consumers.
In parallel, Emami entered the ₹4,000 crore brightening cream market with Pure Glow, a science-backed product infused with Japanese Sakura Flower and Niacinamide. The formula addresses key concerns like white cast and hydration, offering “2X visible brightness in 3 weeks.”
The packaging of Pure Glow uses a pink-and-gold color scheme to signal glow and premium appeal. Available in 8g to 50g SKUs priced from ₹10 to ₹125, the range is designed for accessibility and standout shelf impact.
Raashii Khanna, ambassador for Pure Glow, said, “It feels light, absorbs instantly, and leaves the skin looking fresh and radiant—without any white cast.”
With a dual focus on identity and innovation, Emami is aligning its packaging with evolving consumer expectations and competitive retail visibility.