New Delhi: It’s not every day that a government-made skincare product becomes the internet’s newest obsession. But a Rs 46.88 salicylic acid foaming face wash sold through Pradhan Mantri Bharatiya Janaushadhi Pariyojana stores has done just that, giving rise to memes, reviews and thousands of social media posts in the past week.
The salicylic acid face wash has gone viral after Instagram and X creators highlighted its price, and contrasted it with similar products sold by private skincare brands for a much higher rate.
Many users hail it as an example of accessible skincare rather than just another government pharmacy product.
The viral attention has also sparked a wave of jokes. “Har Ghar Skincare Yojana,” wrote one user on X.
One joked that if India had a ‘lookmaxxing’ prime minister, the people also deserved a ‘lookmaxxing’ scheme.
Screenshots of the posts have since been widely circulated across Instagram pages and startup accounts, nudging the product further into the mainstream.
But underneath the memes is the bigger story: Many Indians are discovering for the first time that Jan Aushadhi Kendras’ stock is way more than generic medicines.
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More than just drugs
The Pradhan Mantri Bharatiya Janaushadhi Pariyojana (PMBJP) was initiated to provide quality generic medicines at affordable prices through government-supported Jan Aushadhi Kendras. Its catalogue has grown over the years to include personal care, hygiene and wellness products in addition to medicines.
The products now available include protein supplements, baby care products, hand sanitisers, soaps, shampoos, moisturisers, sunscreen, petroleum jelly, oral-care products and skincare items including the now-viral salicylic acid face wash, and sanitary napkins sold under the Suvidha brand.
For many social-media users, the face wash has been a gateway to the wider range.
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Why this face wash went viral
Salicylic acid is a popular skincare ingredient for oily and acne-prone skin. It helps to remove excess oil and clear clogged pores. The Jan Aushadhi product containing 1 per cent salicylic acid is priced at Rs 46.88 for a 60 ml tube and is among the cheapest products in this category.
Beauty creators and skincare reviewers say the main reason for the buzz is the unusually low price point, with many saying it’s a budget-friendly option for students and first-time skincare users.
But experts say there is no “one size fits all” when it comes to skincare. Salicylic acid is commonly prescribed for oily and acne-prone skin, but individuals with dry, sensitive skin or compromised skin barrier may require different formulations. Users are advised to patch-test new skincare products and seek medical advice for persistent skin conditions.
The online frenzy could end up giving an unintended branding boost to PMBJP.
Who knows how long the excitement will last? But for now, a Rs 47 tube of face wash has done what few public welfare products can. It has become a social media trend, complete with memes, reviews and a rush of curious first-time buyers.
(Edited by Theres Sudeep)