Juicy Chemistry Offers All-Organic Personal Care Products, Promises Authenticity

Its product range contains top-notch ingredients and undergoes rigorous quality testing to win consumer trust

While looking for a natural/organic skincare brand at a mall, husband-wife duo Megha and Pritesh Asher stumbled upon a salesperson who claimed to be selling all-natural products. But Pritesh, who was then running his family’s petrochemical business, was shocked when he read the ingredients listed. “Most of those were refined versions of the raw products you would find at the time of petrochem manufacturing,” he recalled. Aware that the beauty industry’s lack of product provenance and transparency can harm users, the couple has launched a trustworthy brand that delivers what it promises – personal care products made from organic ingredients.

The brand offers 130 SKUs under its key categories, including skin, hair and body care. It launched an organic make-up range called Color Chemistry in November 2022 and said nearly 75% of the new product range got the ECOCERT nod. More products are now undergoing certification to enhance customer trust – its secret sauce to success. It clocked INR 29 Cr in revenue in FY22 and claimed to sell an average of 75K products per month.

Juicy Chemistry procures its ingredients directly from organic farmers in 20 countries, and all its serums, moisturisers and shampoos are made at the startup’s ECOCERT-approved manufacturing unit. Its products and processes also undergo regular and rigorous quality testing and audit to ensure everything adheres to ECOCERT’s ‘organic’ standards.

The brand will aggressively scale up its offline business and open around 10 retail outlets and 15-20 kiosks in major Tier 1 cities in 2023. By 2025, it will tap into international markets, including the Middle East, the UK and the US.