COIMBATORE, TAMIL NADU - July 6, 2026 - Following the overwhelming regional and national success of their initial partnership, two of Coimbatore's most iconic homegrown institutions - sustainable skincare pioneer Vilvah and legendary culinary house Sree Annapoorna - have officially expanded their celebrated collaboration. Moving into its highly anticipated second chapter, the partnership introduces two new high-performance, limited-edition sensory innovations: the Mango Milkshake Lip Balm and the Cream Bun Lip Balm. Driven by immense community demand, these products transform the city’s deep-rooted food traditions into daily self-care rituals, offering deep dermatological nourishment infused with the pure nostalgia of a Coimbatore childhood.

The intersection of culinary heritage and clean beauty has found its most authentic expression in this hyper-local partnership. Rather than replicating fleeting global beauty trends, Vilvah and Annapoorna have looked directly to the streets, bakeries, and dining tables of the Kongu region. While the first wave of the collaboration paid homage to the timeless mornings defined by a steaming tumbler of Annapoorna's Filter Kaapi and the soothing sweetness of their Rose Milk, this new chapter captures the joy of carefree afternoon indulgences and cherished family outings.

The Evolution of a Local Phenomenon
The expansion comes on the heels of unprecedented retail demand. When the initial Filter Kaapi and Rose Milk balms launched, they triggered immediate viral traction across social commerce channels, uniting skincare enthusiasts and proud Kovai citizens alike. The unprecedented synergy between Annapoorna’s historic culinary legacy - which has anchored Coimbatore's flavor palate for generations - and Vilvah’s mastery of clean, ingredient-conscious cosmetic formulation proved that local storytelling resonates far beyond regional borders.

"Our initial partnership with Annapoorna was an emotional journey for us," said Kruthika Kumaran, Founder and CEO of Vilvah Store. "We watched our community connect with Filter Kaapi and Rose Milk not just as cosmetic products, but as physical reminders of home, family, and shared history. The demand for a continuation was immense. When we conceptualized the next phase, Mango Milkshake and Cream Bun were the absolute natural progressions. These are the tastes that defined our school days and family weekend rituals in Coimbatore. Bringing them to life with clean, scientifically grounded skincare is our love letter to our roots."

A representative from Sree Annapoorna echoed this sentiment:

"At Annapoorna, food has always been a medium for creating comfort, memories, and a sense of belonging. Seeing our most-loved bakery and beverage staples reimagined by a forward-thinking skincare brand like Vilvah has been incredibly special. This collaboration celebrates the little things that connect people to Coimbatore, turning flavors that have comforted generations into everyday wellness experiences."

Flavor Innovation Profile & Skin Benefits
The development of the two new formulations required months of precise research and development at Vilvah’s Coimbatore laboratories to balance exact sensory translation with strict clean-beauty standards.

Mango Milkshake Lip Balm (Reddish-Orange Tint)
An ode to lazy, sun-drenched summer afternoons and the comfort of a chilled beverage at an Annapoorna table, this formulation is engineered to soothe dry, flaky lips. Infused with natural, deeply nourishing Mango Butter, the balm captures the authentic, mouth-watering aroma of juicy Alphonso mangoes.

It glides effortlessly onto the skin, leaving a soft, reddish-orange tint that mirrors the vibrant hue of fresh summer mangoes. Rich in essential fatty acids and antioxidants, the Mango Butter works alongside Coconut Milk to form a resilient moisture shield, preventing cellular dehydration. Olive Squalane locks in long-lasting hydration, actively working over time to lighten lip pigmentation and restore natural lip tone.

Cream Bun Lip Balm (Warm Brown Tint)
Inspired by the legendary, comforting bakery classic that has accompanied decades of evening tea breaks across South India, this balm addresses severely chapped or irritated lips. It brings a cozy, comforting aroma of freshly baked sweet brioche buns directly to the user's self-care routine.

Perfect for an easy, no-lipstick look, it melts into the lips to provide an incredibly flattering, warm nude-brown tint customized to look beautiful on Indian skin tones. The formula features rare Mowrah Butter combined with rich Shea Butter to instantly soothe roughness and repair the lip's natural lipid barrier. True to its bakery roots, the inclusion of Maple Syrup acts as a natural humectant, drawing moisture deep into the skin layers to maintain plumpness and elasticity all day.

Grounded in Nature, Growing with Science
Staying true to Vilvah’s founding principles of radical ingredient transparency, the collection completely rejects the synthetic silicones, petroleum jellies, mineral oils, and harsh chemical flavor agents that dominate mass-market lip care. Instead, the high-gloss shine and protective barriers are achieved entirely through a biomimetic composition of plant-derived lipids, cold-pressed oils, and fruit extracts.

The Mango Milkshake Balm primarily targets dryness, flakiness, and pigmentation through its combination of Mango Butter, Coconut Milk, and Squalane, delivering a fresh, juicy Alphonso mango nectar experience with a soft flushed finish. Meanwhile, the Cream Bun Balm focuses on correcting chapping, rough textures, and cracking by utilizing Mowrah Butter, Maple Syrup, and Shea Butter to envelope the lips in a warm, cozy aroma of vanilla dough and baked sugar. Both lip balms are entirely cruelty-free, safe for sensitive skin, and meticulously crafted with ethical sourcing at the forefront, proving that indulgence and clinical-grade skin health can seamlessly coexist.

A Celebration of Community and Culture
As modern consumers increasingly seek out lifestyle products that deliver personal meaning, cultural authenticity, and distinct narratives, the Vilvah x Annapoorna collection stands out as a triumph of regional pride. The campaign honors the vibrant everyday life of Coimbatore - from the bustling energy of the local bakeries to the comforting warmth of timeless family traditions.

To give back to the community that inspired the collection, the launch will be celebrated with exclusive experiential pop-ups and interactive activations across Vilvah’s flagship retail counters and select Sree Annapoorna outlets in the city. Visitors will have the unique opportunity to experience the tactile luxury of the lip care range alongside the real-world culinary masterpieces that inspired them.

Pricing and Availability
The limited-edition Mango Milkshake Lip Balm and Cream Bun Lip Balm are priced at ₹395 INR each (10g). For enthusiasts eager to secure the complete collection, a curated Limited Edition Tinted Lip Balm Combo is available at a promotional price of ₹699 INR, alongside a beautifully packaged Vilvah x Annapoorna Gift Box retailing at ₹949 INR.

The collection is now officially available for purchase nationwide on the Vilvah e-commerce portal (www.vilvahstore.com), via the Vilvah mobile application, and across all physical Vilvah flagship retail outlets and partner beauty emporiums.

About Vilvah Store
Vilvah is a premier, Coimbatore-based clean skincare brand born out of a dedication to high-performance, transparent, and sustainable formulations. By sourcing the finest natural ingredients and farm-fresh elements - pioneered through their signature goat milk range - and pairing them with safe, modern cosmetic science, Vilvah creates conscious personal care products that deliver real results while honoring nature.

About Sree Annapoorna
Sree Annapoorna is a legendary pillar of Coimbatore’s cultural and culinary identity. For over five decades, the brand has been synonymous with authentic, uncompromised South Indian cuisine, unparalleled hospitality, and a rich bakery heritage. Annapoorna remains a cherished, daily part of the city’s life, uniting generations over the timeless tastes of home.

Media Contact:
Organic communication team
Vilvah Store Private Limited
Email: [email protected]
Corporate Office: Anna Industrial Estate, V.K. Road, Coimbatore, Tamil Nadu – 641035
Website: www.vilvahstore.com