Leeford Healthcare Limited has announced the onboarding of actors Anushka Sen and Taaruk Raina as brand ambassadors for its science-led skincare brand, Alite, strengthening its connect with young consumers in the anti-acne segment.
The move is part of Leeford’s broader strategy to scale its presence in the fast-growing, science-backed skincare category, where demand for credible, results-driven solutions continues to rise.
With acne remaining one of the most significant skincare concerns among Gen Z, Alite is positioned to address a clear gap between product promises and visible outcomes. The brand combines dermatology-inspired ingredients with everyday affordability, catering to young consumers seeking effective and accessible solutions.
According to Grand View Research, India’s anti-acne cosmetics market, valued at USD 357.5 million in 2024, is projected to reach USD 700.1 million by 2030, growing at a CAGR of 12.4%. Consumer insights from Mintel further indicate that over 60% of Gen Z consumers identify acne as their primary skincare concern.
Leeford plans to deepen engagement for Alite through a 360-degree campaign , with a focus on confidence, individuality, and real skin journeys – areas that strongly resonate with young audiences.
Anushka Sen and Taaruk Raina have been brought on board for their strong connect with Gen Z and their authentic association with themes of self-expression and confidence, according to Leeford officials.
Speaking on the development, Amit Gupta, Founder & Managing Director, Leeford Healthcare Limited, said, “With Alite, we are bringing pharmaceutical credibility and scientific rigour into everyday skincare. Today’s consumers are well-informed and expect transparency, efficacy, and affordability. Our association with Anushka and Taaruk will help us connect more meaningfully with young audiences and build greater trust in the category.”
Anushka Sen said, “Young consumers today are looking for skincare that addresses the root cause of concerns rather than offering temporary fixes. Alite’s science-backed approach and focus on real results make it a brand I’m excited to be associated with.”
Taaruk Raina added, “Acne is not just a skincare issue — it can impact confidence and self-image. What I like about Alite is that it approaches skincare from a science-first perspective while keeping it accessible for young people.”
Alite is available across more than 1.2 million retail touchpoints across India through Leeford’s pharmaceutical distribution network, as well as on leading e-commerce and quick-commerce platforms and the brand’s website. With this push, the company aims to capture a 10–15% share of India’s anti-acne skincare market over the next two years.
