Beauty routines are increasingly moving towards products that are easy to use, versatile and suited to individual preferences. Reflecting this shift, beauty brand SAMMMM has introduced pH+Lush, a two-in-one cheek and lip tint oil developed by co-founder Samara Roy in collaboration with actress and entrepreneur Heli Daruwala.
The product was designed around a simple idea: everyday makeup should be convenient, comfortable and adaptable, without requiring a complicated routine.
How the Idea Behind pH+Lush Took Shape
The collaboration began with Daruwala’s interest in creating a practical makeup product that could add colour to both cheeks and lips. Rather than developing separate products for each step, the aim was to create an easy-to-carry option for quick touch-ups throughout the day.
Samara Roy helped turn the idea into a product through SAMMMM’s co-creation approach, which involves gathering feedback from consumers and incorporating their preferences during development.
A Two-in-One Approach to Everyday Makeup
pH+Lush is designed as a pH-reactive tint oil that aims to give cheeks and lips a personalised-looking pink flush. Its formulation and packaging were refined with attention to colour payoff, texture, ease of application and portability.
The development process included testing multiple samples and gathering feedback on different colour options, applicators and packaging details. According to the brand, consumer input played a role in shaping the final product.
Why Co-Creation Matters in Beauty
Traditional beauty collaborations often involve celebrities or creators promoting products that have already been developed. Co-creation takes a different approach by involving collaborators and potential customers earlier in the process.
For SAMMMM, this means using consumer preferences to guide product development rather than relying solely on existing trends. Roy believes listening to customers can help brands create products that better reflect their everyday needs.
Heli Daruwala’s Approach to Beauty
Daruwala says her personal makeup routine has become simpler over time. She prefers products that enhance natural features without requiring too many steps, particularly when balancing professional commitments with everyday life.
She also emphasises versatility and comfort, explaining that makeup should work in different settings, from professional shoots to casual outings. Her involvement in developing pH+Lush was shaped by the desire for a product she would genuinely use herself.
What’s Next for SAMMMM?
The brand sees pH+Lush as the beginning of a broader co-creation strategy. Roy has indicated plans to explore products across makeup, skincare, haircare, bath and body, and fragrance.
The wider idea is to make consumers active participants in the development process. As beauty preferences continue to shift towards convenience and personal expression, brands such as SAMMMM are exploring ways to combine product innovation with direct customer feedback.
Ultimately, the collaboration between Roy and Daruwala reflects a growing interest in everyday beauty products that are practical, adaptable and shaped by the people who use them.