Liva Fabrics and Dermatologists Address Fabric Choice in Skincare

Liva Fabrics, the premium offering from the house of Birla Cellulose, has launched a country-wide campaign in collaboration with dermatologists to raise awareness about the role of fabric in maintaining skin health. With humidity reaching its peak during Indian summer and monsoon, dermatologists have been asking people to go beyond products and focus on how their choice of clothing can influence their skin.

Synthetic fibers tend to trap heat and moisture, which can cause discomfort, skin irritation, rashes, body odor, and even infection. This association brings together leading dermatologists across the country to inform consumers about the importance of skin-friendly and breathable fabrics for daily wear.

India’s renowned dermatologists — including Dr. Sanyogita Singh (Rajasthan), Dr. Geetika Srivastava and Dr. Anupriya Goel (New Delhi), Dr. Ekta Patel (Gujarat), Dr. Shailya Gupta and Dr. Shachi Jain (Maharashtra), and Dr. Kratika Mohan (Uttar Pradesh) — are shedding light on the ‘Missing step in skincare: the fabric you wear’.

Liva fabric, made from plant-based fibers, is designed to offer a comfortable wearing experience in every season. Recognized for its gentle feel and breathability, the fabric keeps skin comfortable for hours of wear at a time, particularly in warm or hot weather. Additionally, the fabric is completely biodegradable and sustainably sourced, making it a responsible option for skin and for the planet.

“This collaboration with dermatologists allows us to spotlight an aspect of skincare that is often underestimated, Fabric,” said Mr. Sreecharan, Vice President, Global Head – Brand Marketing, Birla Cellulose, Aditya Birla Group. “Liva was created to bring comfort, ease, and responsibility into fashion. With skin being in constant contact with fabric, the kind of fabric one chooses is not just a style decision but a wellness one too.”

The campaign encourages consumers to check for the Liva pink tag when buying clothing from their favourite brands, helping consumer identify Liva's skin-friendly fabric.

By filling the gap between fashion and skin care expertise, Liva aims to promote a wiser, health-conscious fashion approach to wardrobe choices. With its commitment to comfort, eco-friendly, and now skin wellness, Liva keeps setting new standards in thoughtful fashion.