The Couple Extracting Natural Goodness From Plants For Their INR 25 Cr Brand

Nature is beautiful and that’s the promise that Juicy Chemistry is making with its lineup of fruit and plant-based products.

Founders Pritesh Asher and Megha Asher realised that brands and retailers weren’t being honest about what goes into the beauty products they sell. They are averse to ingredient transparency despite growing concerns among users and public health experts. And the fact is that it’s possible to offer all the benefits through natural ingredients too. After thorough research, the duo found that ‘green’ or ‘natural’ products were relatively rare in the market, and not many big companies aimed to close that big gap.

For Juicy Chemistry, the success mantra is simple, natural and effective. The startup, known for its clean formulations and sustainable approach, serves an active user base of 1.5 Mn and sells an average of 75K units a month. It clocked INR 25 Cr in FY21, again a testament to how tech-powered clean beauty products are rapidly becoming mainstream.

The company is leveraging a proprietary cellular extraction technology to make its Juicy Actives serum range, which sets it apart from the rest of the brands in this space. Simply put, the tech ensures that all phytochemicals (active plant nutrients with health benefits) can be collected and preserved as stable and water-soluble compounds, which are claimed to go deeper into the skin and scalp to have more impact. It has also tied up with The Disposal Company to recycle twice the plastic it uses and eventually become a plastic-positive company.

Juicy Chemistry specialises in all-natural beauty and personal care products made from certified organic ingredients to address hair health and skincare. The company procures all raw materials from farmers across 20 countries, develops the products at its ECOCERT-certified manufacturing facility and sells directly to consumers through marketplaces and its native channels. The startup currently offers over 100 SKUs and its flagship products include skin and hair serums, hair oils and lip care items, as well as rose water, cold-pressed soap and organic deodorants.

Although it is a digital-first brand, Juicy Chemistry wants to expand to offline retail and further explore four-five product categories to drive growth. It is also eyeing global expansion by 2025 and targeting INR 130 Cr in revenue by then.