In the first week of 2022, Mamaearth has entered the unicorn club. The parent company, Honasa Consumer Pvt Ltd raised $52 million in a latest round of funding led by Sequoia Global.
The journey of the brand starts in 2016 when the founders Mr Varun Alagh and Mrs Ghazal Alagh were expecting their first child. The couple was looking for toxin free products but were shocked that none of the products available in India matched the required safety standards. They started importing products from US but it was expensive and inconvenient. Finally the duo decided to create a chemical free baby care brand and thus Mamaearth was born in 2016. A brand which mothers can trust and is 100% pure.
The incorporation was not easy. From setting up a dedicated R&D team to getting the necessary certifications, everything was worth it. The company targeted the mothers who want to give the best to their child and soon word of mouth spread like wild fire. From baby care products the company has branched to beauty, hair, face and body segments. The company caters to babies, young, middle-aged and old-age consumers.
Mamaearth is the first brand in Asia with MADE SAFE certification. The MADE SAFE seal means that a product is literally made with safe ingredients that are not known or suspected to cause harm to human health and environment. Mamaearth was recognised as “One of the best brands” in India at the 2nd edition of the Economic Times Brand Festival in 2019.
The company researches extensively on the response to their products and what the consumers want. The company has launched “Ayuga” a skincare brand based on Ayurvedic recipes. The parent company has roped in Shilpa Shetty Kundra who extensively promotes yoga and Ayurveda. Her craft correlates with the brand’s ideology. The founders hope that millennials incorporate Ayurveda through their brand in their daily skin routine. This is a new addition in their basket of brands.
On 16thFebruary 2022, Mamaearth acquired BBlunt from Godrej Consumer Products Limited. The purpose being the company didn’t have any presence in hair colouring and styling. This new acquisition will help them grow vertically. They had their presence in haircare and now they are moving towards hair styling. The business affairs will be managed by Honasa Consumer Pvt Ltd, while the twenty year salon business will continue to operate independently.
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