Mamaearth, the D2C Unicorn brand that has been riding a tremendous D2C wave with the brand’s products, has recently made an entry into the personal wash category with the launch of a moisturizing lotion soap. Honasa Consumer Ltd. says the lotion soaps are safe and formulated to prevent skin dryness. The moisturizing lotion soaps come in four variants – Ubtan, Vitamin C, Multani Mitti and Neem. The move is a major step for the recently minted brand as it looks to continue to provide safe and effective everyday products that are also free from harmful toxins, according to the announcement.
Speaking on the launch, Ghazal Alagh, co-founder and chief innovation officer, Honasa Consumer, said, “The personal wash category has always had an innovation gap and we have always seen consumer demand for products that are natural and eco-friendly and work just as effectively. We aim to meet the demand for a soap that not only thoroughly cleanses but also maintains skin moisture.” While there is a lot of R&D that goes into personal care, the personal wash category has stayed stagnant, and is filled with products that have harmful chemicals and synthetic materials. Mamaearth Indian launch aims to fill this gap.
Mamaearth personal wash items are available for purchase online and in selected stores across India. They come with environmentally friendly, recyclable packaging.
Honasa Consumer Ltd was founded by Varun and Ghazal Alagh in 2016. The company’s suite of beauty and personal care items spans hair care, body care, and makeup. Its other brands are The Derma Co., Aqualogica, Ayuga, BBlunt, and Dr. Sheth’s.
