Medimix Finds Its New Face in Amruta Khanvilkar as It Champions Ayurvedic Skincare

Medimix, the iconic Ayurvedic personal care brand known for its herbal heritage, has found a powerful new face in celebrated actor Amruta Khanvilkar. As the brand sets its sights on deeper regional penetration and a renewed push into everyday skincare categories, Amruta steps in as more than just a celebrity ambassador. She becomes the cultural bridge between Medimix’s deep Ayurvedic legacy and today’s evolving beauty landscape.

This collaboration comes at a significant time for the brand. Medimix is moving beyond its traditional presence in soap and into categories like handwash, bodywash, and facewash. With more consumers leaning towards gentle, natural, and effective skincare solutions, the timing of this expansion perfectly aligns with the rising preference for plant-based wellness in daily routines. Amruta’s association with Medimix helps root this vision firmly in regions where traditional skincare still holds emotional and generational value.

For Amruta, this partnership is deeply personal. She described Medimix as a part of her upbringing and a brand she genuinely trusts. Now stepping into an official role, she brings her authenticity and natural charm to the brand's communication under the SkinFit platform, which aims to make Ayurvedic skincare a natural and consistent part of people’s everyday lives. The idea of being SkinFit is not just about glowing skin, but also about maintaining wellness through the power of ancient Ayurvedic practices adapted for modern-day use.

On the business front, Cholayil CEO Anupam Katheriya emphasized the brand’s renewed focus on Product, Place, and Promotion. The goal is to strengthen core markets and drive growth through increased household penetration and rising volume consumption. With hyperlocal strategies now being rolled out to push the new liquids category, the brand is doubling down on relevance while staying true to its roots.

By onboarding Amruta Khanvilkar, Medimix is not just amplifying star power but also reinforcing the authenticity and relatability that the brand has always stood for. Her presence is expected to create a stronger emotional connection in regional markets where trust in traditional skincare runs deep. She embodies the values that Medimix has championed for decades – purity, gentleness, and natural wellness – while also resonating with modern consumers who demand both effectiveness and heritage in their skincare products.

The campaign tagline ‘Ayurved ki Achchai, Achi Twacha ke Liye’ ties it all together. With Amruta’s endorsement, Medimix aims to make Ayurvedic skincare not only accessible but aspirational, celebrating the best of Indian tradition without compromising on modern expectations.

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