Ghazal Alagh's Mamaearth forays into personal wash category with moisturising lotion soaps

Honasa Consumer Ltd, the parent company of the D2C unicorn Mamaearth, has expanded its product line to include the personal wash category, introducing a new range of moisturising lotion soaps.

The foray is part of the brand's broader mission to offer safe, effective, and toxin-free products across India. The launch includes four variants: Ubtan, Vitamin C, Multani Mitti, and Neem, all designed to meet the growing demand for natural, eco-friendly personal care options.

Ghazal Alagh highlights the lack of innovation in personal wash space 

Ghazal Alagh, co-founder and chief innovation officer at Honasa Consumer, highlighted the lack of innovation in the personal wash category as a significant challenge.

She stated, "The lack of innovation in the personal wash category has been a challenge for the category, particularly given the constant demand for natural, eco-friendly, and safer alternatives, without compromising on the efficacy."

Mamaearth's entry into this space aims to fill this gap by offering a product that not only cleans deeply but also moisturizes the skin, countering the drying effects commonly associated with soap.

Focusing on safety and sustainability

Mamaearth's new personal wash products boast a Made-Safe certification, ensuring they are free from harmful chemicals and synthetic ingredients that dominate the market, primarily under Grade 2 and 3 segments. The company said it is focused on safety and environmental sustainability by packaging these products in recyclable materials, thereby reducing their environmental footprint.

Expanding portfolio

Founded in 2016 by Varun and Ghazal Alagh, Mamaearth has rapidly grown to offer a wide range of beauty and personal care products, including hair care, body care, and makeup. The brand's foray into the personal wash category is a testament to its ongoing efforts to innovate and provide consumers with a broader selection of toxin-free and safe options for their daily hygiene routine.

The launch comes at a time when the beauty and personal care market in India is expected to reach a revenue of $31.51 billion in 2024, with a 3.00% annual growth rate from 2024 to 2028. 

Mamaearth's recent performance, with a 264% jump in consolidated net profit in Q3 FY24 and a 28% increase in operating revenue year-on-year, positions the brand strongly for further expansion and innovation in the personal care industry.