For over a century, Lifebuoy has been synonymous with germ protection—shielding millions from everyday transmittable germs and illnesses with an unwavering commitment to hygiene. During COVID-19 Lifebuoy emerged as the 1st brand globally to prove its efficacy against the SARS-CoV2 virus and led the communication on using the power of handwashing with soap to prevent the spread of infection. It has stood the test of time, adapting to global health needs while remaining a household staple.
So, what's changing? Everything, but also, not everything.
Lifebuoy is no longer just about germ protection anymore—it’s about skin protection. As skin concerns like rashes, acne, and dryness take centre stage, the brand is evolving to offer comprehensive skincare with powerful germ protection.
Lifebuoy’s big transformation involves pivoting the brand from germ protection to unmatched skin protection, changing packaging, and creating new communication.
Vipul Mathur, Executive Director, Personal Care.
The science of protection with Stratos
At the core of this transformation is the revolutionary (and patented) Stratos Technology—a breakthrough, novel, skin-friendly formula that uses 100% plant-based polysaccharides scientifically designed to protect skin while bathing and strengthen it from within.
Unlike high-TFM soaps (containing large quantities of harsh insoluble soaps) that can strip away natural moisture and weaken the skin’s defenses, Lifebuoy’s new formulation is engineered for balance—providing gentleness without compromising efficacy. All the benefits are delivered in a skin friendly formula that is significantly better than ordinary beauty bars in terms of mildness and many other attributes.
This new formula, with Stratos and powerful actives derived from nature, effectively protects against a wide range of germs, especially those that cause skin infections. By reinforcing the natural skin barrier, it helps mitigate issues such as rashes, dryness, irritation, and sensitivity—problems often exacerbated by germs and harsh cleansing routines.
The new Lifebuoy formulation is a science-backed innovation that ensures hygiene is delivered in tandem with skin barrier reinforcement, setting a new standard for protection.
Unlike ordinary soaps, Lifebuoy is superior for skin health and yet, stronger on germs. It fights against skin infection-causing germs and is designed to provide 100% superior protection against germs that cause rashes, itchiness and acne.
Nitish Kumar, Global Head R&D, Lifebuoy.
A new look that reflects a bigger purpose
A transformation this big deserves a bold new identity. And it extends beyond cosmetic updates to deliver a visual commitment to its new purpose.
The iconic red remains, a testament to efficacy and trust, while white elements emphasize gentleness and dermatological credibility.
This fresh, modern look ensures that Lifebuoy continues to stand out on shelves and in the minds of consumers looking for a soap that cleans, cares, and strengthens.
Making waves at Mahakumbh Mela
Lifebuoy has always been deeply intertwined with India’s cultural and social fabric. So, what better way to announce this game-changing relaunch than at the world’s largest human gathering—Maha Kumbh Mela 2025?
Lifebuoy made a spectacular impact with a breathtaking drone show, lighting up the skies and capturing the attention of millions of attendees. The on-ground buzz was electric, with reactions pouring in as people witnessed a brand, they’ve trusted for generations unveil its bold new chapter.
Shah Rukh Khan: The face of Lifebuoy’s new era
Lifebuoy has joined forces with Shah Rukh Khan (SRK) a renowned Bollywood actor. With unparalleled credibility and massive reach, SRK is the perfect ambassador to champion Lifebuoy’s all-new transformation.
The future of protection
Hygiene is now part of a larger health and wellness ecosystem, and consumers expect brands to bridge the gap seamlessly. This shift underscores the need for brands like Lifebuoy to stay ahead by redefining the parameters of protection, ensuring every household has access to a soap that cleans, cares, and delivers proven skin health and hygiene benefits.
As Lifebuoy enters this new phase, the brand mission remains clear: to keep families safe, healthy, and confident in their skin. The progression from germ protection to skin protection is an evolution that ensures protection is holistic, scientifically grounded, and future focused.