SAMMMM, the self-care brand co-founded by a teenager for the younger generation, has launched a new campaign for pH+LUSH, its first-ever co-created makeup product developed with actress Heli Daruwala. Bringing its co-creation philosophy to life through the story of a real consumer need, the campaign film follows Heli’s search for an effortless, natural-looking flush, which led her to SAMMMM’s teenager co-founder, Samara Roy. What began as a conversation between the two evolved into a shared product-development journey, demonstrating how a beauty gap can become the starting point for a new product when the people experiencing it are involved in creating the solution.

At the heart of the campaign is SAMMMM’s belief that co-creation must go beyond conventional influencer collaborations, where creators lend their faces to products that already exist. Instead, the brand is building a platform where creators, beauty enthusiasts and consumers can bring forward unmet needs and work alongside SAMMMM to develop products from the ground up. The development of pH+LUSH involved Heli’s Instagram community through a chatbot, alongside testing over 80 samples and exploring multiple variations of colours, textures, wands and packaging charms. These details form an integral part of the campaign narrative, highlighting the thought, participation and iteration behind the final product.

The campaign brings together Heli and Samara to tell this story in a relatable, conversational manner, placing the journey behind the product at the forefront. pH+LUSH is a two-in-one, pH-changing cheek and lip tint oil that responds to the wearer’s skin chemistry to create a personalised pink flush. Designed for versatile, everyday use, it reflects the idea that beauty need not be complicated or prescriptive. Through the film, SAMMMM aims to communicate a larger brand thought: that it is not simply launching products, but creating opportunities for people to turn their ideas and everyday frustrations into solutions. The campaign positions co-creation as an integral part of how the brand operates, with the consumer need serving as the starting point rather than a marketing message added at the end.

With “pH+LUSH, Your perfect flush. Because you do you,” the campaign reinforces SAMMMM’s larger ambition to build a beauty brand shaped by the generation it serves. Founded by Samara Roy, SAMMMM focuses on creating beauty and self-care products for young consumers while giving them a more active role in shaping the brand’s evolution. The pH+LUSH campaign marks the first expression of this approach through makeup, using the journey of Heli and Samara to demonstrate how listening, collaboration, and a genuine need can come together to create something new.