India, April 15 -- You may have seen wars between designers, models, actors and even brands, but now the beauty industry may be witnessing its first sunscreen spat. On April 14, Ghazal Alagh, the co-founder of beauty brands like Mamaearth, The Derma Co. and Aqualogica, shared a picture of billboards featuring The Derma Co. and Lakme's SPF 50 sunscreen. What began as a product campaign quickly turned into a battle, with fashion pages like Diet Sabya calling it 'Sunscreen Kalesh'.

The Derma Co.'s billboard in Ghazal's post said, 'Hey Lakme, Congratulations on finally getting SPF 50 in-vivo tested. Welcome to the Derma Co. standard'. It was in response to Lakme's billboard - also featured in the photo - which targeted other beauty brands fo...