Personal care brand Mamaearth’s parent company, Honasa Consumer Limited, is focusing on Indian products such as onion hair oil and curd-and-turmeric face masks, as per a Bloomberg report.
The report says Varun Alagh, the co-founder and CEO of Honasa Consumer, highlighted that Indian consumers are showing preference for products made from local natural ingredients tailored to their needs.
On the other hand, international competitors mostly offer Indian consumers products from their global portfolios. Alagh highlighted that Honasa's products are crafted considering India's tropical climate and cultural intricacies, giving them a competitive advantage in the market.
Hindustan Unilever Ltd. (HUL) offers one-third of its beauty as well as wellbeing brands in India from Unilever Plc's global portfolio. Interestingly, the company is changing its approach and coming up with its own new personal care products like Simple and Love, Beauty, and Planet.
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This is a concept that did well in China. Local Chinese beauty products such as Perfect Diary, a mascara brand, and Biohyalux, a cream maker, did well against global rivals. However, as per a Bloomberg report, both Bloomage Biotechnology Corp. Ltd. and Yatsen Holding Ltd., the parent companies of the respective brands, saw their growth curtailed since 2022.
As per Redseer Management Consulting Pvt., Honasa Consumer is a key player in the personal care industry that is challenging global giants in the country. Established in 2016, Mamaearth is the flagship brand of Honasa Consumer. The company promotes products that are labeled as "toxin-free," made from Indian ingredients like a bentonite clay face pack and onion hair oil.
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