Collaboration with top dermatologists across India highlights how breathable, skin-friendly fabrics like Liva can prevent irritation and promote skin health.
MUMBAI, INDIA – July 2, 2025: As humidity peaks during the Indian summer and monsoon, Liva Fabrics, the premium offering from Birla Cellulose, has launched its nationwide “Skincare 2.0” campaign to raise awareness about a crucial yet overlooked aspect of skincare: the fabric we wear.
The initiative, in collaboration with renowned dermatologists from across India, underscores that while skincare routines typically focus on creams and serums, the type of clothing one wears plays an equally vital role in maintaining skin health. Synthetic fibers, experts warn, often trap heat and moisture, leading to irritation, rashes, body odor, and even infections.
India’s leading dermatologists — including Dr. Sanyogita Singh (Rajasthan), Dr. Geetika Srivastava and Dr. Anupriya Goel (New Delhi), Dr. Ekta Patel (Gujarat), Dr. Shailya Gupta and Dr. Shachi Jain (Maharashtra), and Dr. Kratika Mohan (Uttar Pradesh) — have come together to emphasize that fabric choice should be seen as the ‘missing step in skincare’.
Plant-Based, Skin-Friendly Innovation
Liva fabric, crafted from sustainably sourced, plant-based fibers, is designed for exceptional breathability and a soft, gentle feel — making it ideal for India’s hot and humid conditions. The fabric’s ability to let skin breathe keeps it comfortable for extended periods, while its biodegradable and eco-friendly nature aligns with responsible fashion choices.
“This collaboration with dermatologists allows us to spotlight an aspect of skincare that is often underestimated: fabric,” said Mr. Sreecharan, Vice President & Global Head – Brand Marketing, Birla Cellulose, Aditya Birla Group. “With skin in constant contact with fabric, the choice of material is not just a style decision but a wellness one.”
Empowering Conscious Choices
The campaign urges consumers to look for the Liva pink tag when shopping, to identify clothing crafted with Liva’s skin-friendly, breathable fabric. By bridging the gap between skincare and fashion, Liva’s “Skincare 2.0” campaign encourages smarter, healthier wardrobe decisions that benefit both skin and the environment.
With its commitment to comfort, sustainability, and now skin wellness, Liva continues to redefine thoughtful fashion in India and beyond.
