New Delhi, Sep 23: EVERQ, the personalised skin health platform from Puresta, has launched “So Dermatic!”, an original 12-episode microdrama IP that brings everyday skincare chaos into the world of entertainment.
The move marks EVERQ’s foray into entertainment-led brand storytelling, using a format increasingly becoming part of how audiences consume short-form fiction. Rather than building a conventional skincare campaign around products, routines or idealised beauty, EVERQ has created a fictional world where the everyday drama surrounding skin becomes the story.
Set inside an EVERQ dermatology clinic, “So Dermatic!” takes familiar Indian skincare behaviours, beliefs and anxieties and turns them into short, humorous slice-of-life episodes through character led storytelling. From home remedies and social-media hacks to late-night Google searches, AI-generated advice, filters and the belief that drinking more water can solve every skin problem, the series draws from situations audiences are likely to recognise.
At the heart of the IP is a recurring cast comprising a calm and knowledgeable dermatologist, a friendly receptionist, an enthusiastic Gen Z intern and a sharp-tongued cleaning lady. The characters create a consistent clinic universe where dramatic patients, internet wisdom, family advice and everyday skincare confusion come together.
The series opens with “Don’t Put Skin in the Game”, where glowing skin unexpectedly becomes a workplace problem.
The 11 episodes that follow include “Mummy Alert”, “Tunak Tunak Treatment”, “Mehnat ka Pimple”, “The AI-dentity Crisis”, “Farm to Face”, “Sensitive Subject”, “The B&W Beauty Hack”, “Jal Lijiye”, “Clean Breakup”, “Who Took the Credit… Who, Who, Who?” and “Acne Ki Supari”, with each story exploring a different skincare behaviour, concern or misconception presented in a light, funny mobile first series.
Hitaysh Dhingraa, Co-Founder & CEO, Puresta, said,
“Skincare has moved beyond the traditional beauty aisle. People discover, discuss and debate it through reels, creators, search, AI, family advice and entertainment. We wanted EVERQ to participate in that behaviour rather than simply advertise into it. With ‘So Dermatic!’, we are creating entertainment around the conversations people are already having about their skin. The idea is to make dermatologist-led skincare more relatable and culturally relevant, while building a brand property that can grow over time.”
The creative approach moves away from the conventional language of skincare advertising, where products, routines and perfect-skin imagery typically dominate. Instead, “So Dermatic!” draws from everyday situations including workplace conversations, family dynamics, dating, social media behaviour, internet culture and Indian jugaad.
The microdrama format also allows EVERQ to build an ongoing entertainment IP rather than a one-off campaign. The recurring clinic setting and characters create a flexible storytelling universe through which the brand can continue to explore emerging skincare behaviours, cultural trends and consumer conversations.
With “So Dermatic!”, EVERQ is expanding its communication beyond conventional product-led advertising to create an entertainment property around the way people live, talk and think about skincare.