Mumbai, May 2026: The Face Shop, Korea’s leading skincare and beauty brand, has unveiled its latest campaign film, ‘Tough Guys Need Sunscreen Too’, featuring Rannvijay Singha. The campaign takes a bold step towards challenging long-standing perceptions around skincare, particularly the idea that sunscreen is only a “beauty” or “pink” category product.
Anchored by a high-energy narrative and powered by a strong cultural insight, the campaign reframes sunscreen as a daily performance essential for everyone, regardless of gender or lifestyle. With Rannvijay Singha leading the film as a rugged, no-nonsense protagonist, the campaign cuts through conventional skincare advertising tropes and positions sun protection as an essential part of any lifestyle.
At the heart of the campaign is the brand’s new Rice Water Bright Moisture Sunscreen which is powered with The Face Shop’s proprietary Rice Active ComplexTM, developed through 17 years of research. The lightweight, non-sticky formula offers SPF 50+ PA++++ broad-spectrum UV protection while delivering long-lasting hydration and a radiant finish. Enriched with rice-derived ingredients and 1% Panthenol, it helps nourish the skin, strengthen the skin barrier, and creates a smooth, makeup-ready base suitable for daily use across skin types.
The campaign also taps into evolving consumer behaviour where skincare is increasingly becoming gender-neutral, functional, and performance-driven. Early consumer feedback from the product’s soft launch highlighted strong appreciation for its featherlight texture, non-greasy finish, and visible hydration benefits, reinforcing the growing demand for multifunctional skincare solutions that seamlessly fit into everyday routines.
Speaking about the campaign, Rannvijay Singha said, “Most people know me as someone who’s constantly outdoors – riding bikes, travelling, shooting in extreme conditions, or pushing myself physically. When you spend that much time under the sun, skincare stops being about vanity and becomes about protection and performance. That’s what I connected with in this campaign. ‘Tough Guys Need Sunscreen Too’ breaks the stereotype that sunscreen is only a beauty product and reminds people that taking care of your skin is just as important as taking care of your body. For me, using sunscreen is as essential as wearing the right gear when I ride.”
Commenting on the launch, Aashriya Sharma, Head of Marketing at The Face Shop India, said, “With ‘Tough Guys Need Sunscreen Too’, we wanted to move beyond traditional beauty communication and start a larger cultural conversation around skincare inclusivity. Sunscreen is one of the most essential skincare products, yet outdated stereotypes often limit how it is perceived and consumed. Through this campaign, we wanted to create a fresh, disruptive narrative that makes skincare feel accessible, functional, and relevant for everyone. Rannvijay brought the perfect authenticity and energy to this message.”
Campaign Link: https://www.youtube.com/shorts/seY7RHNq9SQ
Instagram Link: https://www.instagram.com/p/DYzIfkwK_0K/
With ‘Tough Guys Need Sunscreen Too’, The Face Shop continues to push the conversation beyond beauty, positioning skincare as an everyday essential rooted in performance, protection, and inclusivity.
About The Face Shop:
The Face Shop is a leading global K-beauty brand dedicated to delivering high-quality skincare and beauty products that combine traditional natural herbs and extracts with advanced Korean technology. Since 2003, The Face Shop has been committed to clean beauty, crafting meticulous formulas that merge the wisdom of nature with cutting-edge science. With over 3,000 stores across 35 countries, The Face Shop strives to offer effective skincare solutions that meet diverse skin needs while embodying values of naturalism, variety, and tradition. Experience the power of clean beauty with The Face Shop, where each product is packed with tradition and innovation to enhance natural beauty.
Website: https://thefaceshop.in/
Product link: https://thefaceshop.in/products/rice-water-bright-moisture-sunscreen-spf50-pa-brightens-and-hydrates-skin-50ml
