Hibiscus Monkey Launches ‘Velvet Spray Sharbat’ With Disruptive Campaign That Had the Beauty World Buzzing

Mumbai, 22nd July 2025 — Hibiscus Monkey, the cult-favorite body care brand, has once again stirred the conversation with a bold, satirical campaign that left followers confused, curious, and deeply engaged. The brand put out a heartfelt letter from the founders stating that they were taking a sabbatical from the skincare industry to take on the challenge of the Indian beverage industry. They proceeded to reveal that they would be launching their first “drink” soon.

This sent hundreds of consumers into a frenzy, with some questioning why a viral brand would suddenly cease their operations, while others panicking about no longer having access to their favorite body care products. One consumer went to the extent of remarking “This is really unfair to those who have got used to your products”, while another went on to lament that “There are only a few Indian brands that actually walk the talk and create world class products. I carry your products back for my friends in New York every summer. They swear by it despite having access to brands here.”

Soon the industry went abuzz, with many observers expressing their shock and excitement all at once. And then in their classic tongue-in-cheek style, team Hibiscus Monkey revealed their newest innovation “a drink…for your body”- They launched the Velvet Spray Sharbat, a limited edition variant of their viral in shower body moisturizer inspired by Roohafza, a beloved summer drink.

The tongue-in-cheek campaign, launched via Instagram, blurred lines between literal and metaphorical — making audiences question whether Hibiscus Monkey was actually leaving the beauty space. “We did launch a drink… just not the kind you were thinking of,” the brand cheekily confirmed on social media, introducing Velvet Spray Sharbat as “a drink for your body,” while reiterating their commitment to body care, unequivocally stating “We have news. We are not going anywhere. In fact, we are doubling down on body care. Becoming India’s most trusted body care brand is our North Star. And we will never never abandon this mission.” The creative twist sparked a flood of IG stories, DMs, and reactions across beauty communities and fans alike, with many lauding it as a masterclass in brand building and community engagement.

Like the rest of its Velvet Spray family, the Sharbat edition is a 100% naturally derived in-shower moisturizer, formulated for Indian summers and monsoons. Enriched with Rosa Damascena flower oil extracted from the Damask Rose flower, it delivers hydration, toning, and antioxidant-rich nourishment — all wrapped in the nostalgic scent of rose, reminiscent of a chilled glass of Roohafza. The formulation absorbs instantly on wet skin, offering the brand’s cult-loved “no-chip chip” finish that leaves skin supple, not sticky.

But beyond the product, it’s the narrative-first campaign that stands out. Playful yet poetic, the launch reflects Hibiscus Monkey’s larger branding philosophy: to challenge how brands engage consumers in a digital world. This isn’t the brand’s first moment of mischief — but it might be its most memorable.

“We are reimagining what launches feel like. The personal care industry often takes itself too seriously — we wanted to have fun, create a little chaos, and then deliver something completely joyful,” says the Hibiscus Monkey team. “The response to our “beverage post” has been overwhelming, we did not expect such an outpouring of love for Hibiscus Monkey, the body care brand. The DMs and comments left us speechless, overwhelmed and humbled.”

Velvet Spray Sharbat is a limited-edition, small-batch drop, a year in the making. As with most Hibiscus Monkey products, it is made in India using intentional ingredients and minimalist packaging.

The campaign has already drawn organic attention across social media and is being called one of the most original beauty reveals this year — not just for the product, but for the playful cultural bait-and-switch that made customers stop, think, and smile.

Hibiscus Monkey isn’t leaving beauty. It’s just redefining what beauty can taste like.