In a beauty landscape increasingly shaped by viral routines and endless product recommendations, dermatological skincare brand Bioderma is shifting the conversation back to science. With its latest campaign, “Choose what’s clinically proven. Not what’s viral.”, the brand brings together actor Sonakshi Sinha and dermatologist Dr. Shivangi Rana to spotlight the value of dermatologically tested skincare in a trend-driven market.

The campaign taps into a growing reality of today’s skincare ecosystem. With over 2000 moisturisers available in the Indian market, consumers searching for solutions for dry skin are often met with a flood of influencer recommendations, trending routines and product lists, making it increasingly difficult to distinguish credible skincare from fleeting hype.

Bioderma’s campaign addresses this clutter head-on, encouraging consumers to move beyond viral trends and turn to clinically proven skincare solutions.

At the centre of the campaign is Bioderma Atoderm Crème Ultra, a clinically tested moisturiser recommended by 2000+ dermatologists across India. Powered by Niacinamide, the formulation is designed to boost ceramides by three times, support skin barrier repair, deliver 24-hour hydration and restore soft, smooth skin for dry to very dry skin.

The campaign film opens on a familiar digital ritual: a consumer searching online for the “best moisturiser for dry skin.” Within moments, her screen fills with influencer reels, trending posts and product recommendations. A stark statistic flashes across the screen- “2000+ moisturisers in the Indian market.” Overwhelmed by the sheer volume of options, she wonders which one actually works.

At that moment, Sonakshi Sinha steps in with a clear reminder: “When the skin barrier is broken, dermat says nothing else matters.” Standing beside her, dermatologist Dr. Shivangi Rana reinforces the science behind the message, highlighting that over 2000 dermatologists in India recommend choosing what’s clinically proven over what’s viral.

The film closes with a cultural nod that instantly resonates with audiences. Drawing inspiration from her father Shatrughan Sinha’s iconic catchphrase, Sonakshi delivers the campaign’s final word: “When the noise gets loud, say Khamosh.”

Speaking on the launch, Roshan Kunder, Marketing & Ecommerce Director, NAOS India said, “Today’s skincare consumer is more informed than ever, yet paradoxically more overwhelmed. With thousands of products vying for attention through viral trends and influencer noise, the risk is that efficacy gets lost in the scroll. With ‘Choose what’s clinically proven. Not what’s viral.’, we wanted to cut through that clutter and anchor the conversation back to science. Sonakshi Sinha embodies this message authentically not just as a face of the campaign, but as a genuine user of Bioderma Atoderm Crème Ultra. Paired with the expertise of Dr. Shivangi Rana and the endorsement of over 2000 dermatologists across India, this campaign is our commitment to empowering consumers to make skincare choices they can truly trust.”

Bollywood actress Sonakshi Sinha added, “Today there are so many skincare trends and product recommendations everywhere that it can get overwhelming for anyone trying to take care of their skin. What I appreciate about Bioderma and Atoderm Crème Ultra is that it focuses on what truly matters, repairing the skin barrier. For me, skincare has always been about using lesser products that have more impact and trusting products that are backed by science and dermatologists rather than chasing every new trend. This campaign reflects that idea of cutting through the noise and choosing what actually works."

Her association with the campaign is rooted in authenticity. Rather than a conventional brand ambassador partnership, Sonakshi Sinha is a user of Bioderma Atoderm Crème Ultra and aligns with the campaign’s message of choosing dermatologically proven skincare over trend-driven recommendations.

With “Choose what’s clinically proven. Not what’s viral.”, Bioderma makes a timely intervention in today’s crowded skincare conversation, reminding consumers that when trends come and go, science remains the most reliable guide for skin.