When we talk of cosmetics, the first thought that crawls our head is the process followed for its manufacturing.
That’s one of the primary reasons most cosmetic brands leaping are organic and produced naturally with the help of natural products free of toxicity and any artificial chemical involvement.
The ongoing craze for organic and natural products is vivid because it does not harm our skin, hair, and gut. Mamaearth captured the cosmetics product market by taking advantage of this organic cosmetic drive.
It came up as a promising startup with the American MadeSafe Certification, the first nontoxic seal for the current products.
Ghazal Alagh and Varun Alagh founded Mamaearth in September 2016 to make skincare routines a swank but with absolute care. Its headquarter is in Gurugram (India).
Mamaearth stands prominent in the cosmetics industry of India as a brand that offers natural and toxin-free skincare products online.
Founders and Team
The couple had it clear in their head to make safe, chemical-free products for the babies in India.
In 2016, Ghazal and Varun Alagh incorporated Honasa Consumer Private Limited to launch the Mamaearth range of chemical-free cosmetics, skin and hair care products later that year.
The company has come up with an organic product range for babies, moms, dads, grandparents, and everyone else.
The Story behind Mamaearth
Varun and Ghazal were about to have their first child, then realized that the baby care products they came across had harmful chemicals and better options weren’t easily available.
The couple couldn’t find any of the toxin-free products for babies in India, so they decided to switch to reliable products made in other countries. The products from the US turned out to be costly and difficult to be imported to India.
Later, they could see that it wasn’t just them, and in fact, many parents in India struggled with the same problem. Having no options left, Varun and Ghazal researched how they could have baby products chemical-free and of affordable range.
They spent nights over the framing of a new brand, created a dedicated R&D team, and applied for required certifications.
And that led to an enterprise named Mamaearth, and it soon became Asia’s 1st brand to offer “MADE SAFE” certified products that were chemical-free and loaded with nature for babies and filled the void left by multiple brands.
Mamaearth – Target Market Size
As per the market research company, Technavio estimates, the baby care market in India is expected to grow at 17% CAGR in revenue in the next three years.
The company has increased its revenue over 6 times to ₹112 crores in the financial year 2020, with losses of 5.9 crores.
Mamaearth is one of the few plastic-positive brands in India. The company stands to sustain Mother Earth for the future.
With an initiative called ‘Let’s Recycle’, the company recycles more plastic than it uses and makes their customers part of the awareness campaign.
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