Mamaearth Forays Into Personal Wash Space With Moisturising Lotion Soaps

Honasa Consumer Ltd, the parent of D2C unicorn Mamaearth, has unveiled moisturising lotion soaps, marking its foray into the personal wash space.

Mamaearth said in a statement that the products have made-safe certification in a non-drying formula.

Moreover, the new range of moisturising lotion soaps will be available in four variants –  Ubtan, Vitamin C, Multani Mitti and Neem.

The brand’s expansion into this segment is a major step toward its mission of providing safe, effective, and toxin-free goodness for consumers across the country, the statement added.

Ghazal Alagh, cofounder and chief innovation officer, Honasa Consumer, said, “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. With this launch, we are solving the need for a soap that deeply cleanses and does not dry the skin…”

The personal care industry has undergone considerable research and development, however, the personal wash category has seen limited innovation in recent years. Most products have chemicals and synthetic ingredients, mainly grade 2 and 3. But, there are a few grade 1 offerings and so Mamaearth is now plugging the gap with its new foray.

Mamaearth’s personal wash products are packaged in recyclable materials for a greener impact and are available online or at select stores in India, it said.

Founded in 2016 by the husband-wife duo Varun and Ghazal Alagh, Mamaearth sells a range of beauty and personal care (BPC) products across categories including hair care, body care, and makeup. Honasa also counts brands such as The Derma Co., Aqualogica, Ayuga, BBlunt, and Dr. Sheths in its portfolio.

This comes at a time when Brokerage Citi Research initiated coverage on Honasa Consumer Ltd, with a ‘buy’ rating.

In its last reported quarter – Q3 FY24 –  Mamaearth posted a massive 264% jump in its consolidated net profit to INR 25.9 Cr from INR 7.1 Cr in the year-ago period. Its operating revenue also increased 28% year-on-year to INR 488.2 Cr during the quarter.

According to Statista, the Beauty & Personal Care market in India to reach a revenue of $31.51 Bn in 2024, experiencing a 3.00% annual growth rate (CAGR 2024-2028).