Mamaearth, a brand for toxin-free and natural personal care products, has announced its entry into the personal wash category. The brand's expansion into this segment marks a significant milestone in its mission to provide safe, effective, and toxin-free goodness for consumers across the country, reads a company statement.
With a growing demand for natural and sustainable personal care products, Mamaearth's decided to venture into the personal wash category. Mamaearth Moisturizing Lotion Soaps are Grade 1 soaps with Made-Safe certification in a non-drying formula, as per the company statement.
Available in 4 variants: Ubtan, Vitamin C, Multani Mitti, and Neem, the personal wash category includes a variety of soaps tailored to different skin types and preferences, ensuring that there is something for everyone.
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Commenting on this innovation, Ghazal Alagh, Co-founder and Chief Innovation Officer, Honasa Consumer Ltd., said, “With the launch of our lotion soaps, we are solving the need for a soap that deeply cleanses and does not dry the skin, instead providing moisturisation as well."
In addition to its commitment to product quality and safety, Mamaearth continues to uphold its values of sustainability and social responsibility. The brand's personal wash products are packaged in recyclable materials, further reducing its environmental footprint and contributing to a cleaner, greener future, as per the company statement.
As per a report by Redseer Strategy in collaboration with Peak XV, India’s beauty and personal care market is expected to touch $30 billion by 2027. Several companies, including Wipro, have been focussing on this category. In December 2023, Wipro Consumer Care & Lighting acquired three personal care brands, including JO, Bacter Shield from VVF (India) Limited, and Doy. Reliance Retail has also been working extensively on its FMGC category to boost growth.
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