Ghazal Alagh, a mother of one, was frustrated by the lack of toxin-free baby products. Her desperation led her to start Mamaearth in 2016.
The company sells its products through multiple D2C platforms and also through offline channels. Its team follows a blue workflow that has an omnichannel presence.
1. Good for your skin
Founded by husband-wife duo Ghazal and Varun Alagh in 2016, mamaearth is Asia’s first Made Safe certified brand with 100% toxin-free natural baby care, skincare and hair care products. They believe that a life free of harmful chemicals is good for people and the planet.
They are a competitor to organised players in the beauty industry and aspire to change the beauty landscape in India. The company has a product portfolio that includes India’s first bamboo-based wipes, easy tummy roll-on with hing and fennel for colic and digestion relief and more.
The brand believes in spreading ‘goodness’ beyond the product and so they link every order placed on their website to a sapling that gets planted through their partner SankalpTaru. They share pictures, species and GPS locations of the plants via email with their customers.
2. Good for your hair
In keeping with their brand purpose of ‘Goodness Inside’, mamaearth has made good choices not only in their products but also in the way they do business. They are a toxin-free, plant-based brand that is animal cruelty free, plastic positive and are working towards restoring our planet.
Their hair oil for hair growth has a blend of nourishing oils like Sunflower Oil, Jojoba Oil, Almond Oil, Amla Oil, Bhringraj Oil and Redensyl that help promote hair growth. The non-sticky formula promises dandruff-free and stronger tresses.
Their other product line, the oil booster oils can be mixed with any of their hair oils to amplify its benefits and treat specific concerns like hair fall or dandruff. When you buy any of their products online, they link it to a tree being planted through their partner SankalpTaru, and share the picture along with the sapling’s geo-tag.
3. Good for your health
Mamaearth focuses on creating products that are safe for your baby and the environment. By using plant-based shampoos and conditioners, you can help reduce your carbon footprint. This will also help to reduce the amount of animal agriculture that is contributing to greenhouse gas emissions.
The brand has been successful in expanding its product range from baby care to personal care products for adults. They have done this by focusing on digital campaigns and collaborating with influencers to spread the word about their products.
The brand has also launched initiatives like ‘Plant Goodness’ and ‘Plastic Positive’ to support sustainability efforts. For every order placed on their website, they will plant a tree through their partner SankalpTaru and share the details (image, species, geotag) of the saplings with their customers.
4. Good for your wallet
Using a different approach of Listening-based innovation and consumer-first strategy has endowed mamaearth with tremendous success over the past 4 years. It is also the first toxin-free brand in Asia that has made its products ‘MadeSafe’ certified. All their products undergo microbial and dermatological tests and are manufactured with ISO, GMP, and non-GMO ingredients.
They also run campaigns like ‘Plant Goodness’ and ‘Plastic Positivity’ where they plant a tree for every order and recycle more plastic than they use. They encourage their customers to be part of this campaign and spread goodness by making sustainable choices and encouraging others.
The company is backed by investors such as Sequoia India, Stellaris Ventures, Fireside Ventures, Marico’s Rishabh Mariwala, Snapdeal founders Kunal Bahl and Rohit Bansal, and actor Shilpa Shetty Kundra. Its parent company Honasa Consumer holds stakes in The Derma Co and BBlunt among others.
5. Good for the environment
Founded in 2016 by Varun Alagh, mamaearth offers products for skin care, hair, body and baby care. They also have a range of eco-friendly beauty products. The company’s website features a wide selection of products, including face masks, baby wipes, and shampoo.
The brand’s tagline, “Goodness Inside,” makes it clear that the company specializes in organic products. They use natural ingredients that are good for the environment and the economy. They also use sustainable practices, such as using recycled packaging and limiting water usage.
Moreover, they partner with celebrity moms to promote their products. In 2021, they partnered with TV veteran Anita Hassanandani, who had recently given birth to her first son. Their strategic partnership helped them grow their hair, skin, and baby care categories.