The trend towards organic and natural cosmetic products has led to the rise of Mamaearth, a promising startup in the industry. Mamaearth’s products are organic, produced in a natural way, and free of toxins and chemicals, which aligns with the concerns of consumers about the manufacturing process of cosmetic products. The brand has earned the American Made safe Certification, the first nontoxic seal for the products in use today, which has helped it gain traction in the market.
Mamaearth is a Indian cosmetics startup that was founded in September 2016 by Ghazal Alagh and Varun Alagh. The company is headquartered in Gurugram, India and is known for offering natural and toxin-free skincare products through their online platform. The founders’ goal was to create a brand that offers skincare routines that are both chic and safe for consumers.
Mamaearth – Company Highlights
|Founders||Ghazal Alagh and Varun Alagh|
|Parent Organization||Honasa Consumer Pvt. Ltd.|
|Total funding||$126 M (Till January 2023)|
|Valuation||$2 bn (December 2022)|
|Revenue||$117.8 million (Rs 943 crore in FY22)|
Mamaearth – How it Works
Mamaearth has innovatively addressed a common problem faced by Indian parents by offering a product line that meets international safety standards and is loaded with natural goodness. Unlike many baby products in India that do not comply with safety regulations, Mamaearth’s products are free of banned toxins and hold the distinction of being the first Asian brand with a “MADE SAFE” certification. The company takes pride in its products being made with love and care, and is headquartered in Gurugram (Gurgaon), India.
Mamaearth – Founders/Owners and Team
Mamaearth was established in 2016 by Ghazal Alagh and Varun Alagh, who created Honasa Consumer Private Limited to make toxin-free products available to babies in India. Their mission has now expanded to include products for all family members. Varun Alagh, a seasoned FMCG professional, brings his expertise in brand management to the table. He holds a BE in Electrical Engineering from Delhi College of Engineering, followed by an MBA in Finance and Marketing from XLRI Jamshedpur. Prior to founding Honasa Consumer Pvt. Ltd., he held key leadership roles at Hindustan Unilever, Smirnoff, and The Coca-Cola Company.
Ghazal Alagh, co-founder and Chief Innovation Officer of Mamaearth, has a BCA in Information Technology from Panjab University. She was a Corporate Trainer at NIIT and founded Dietexpert in February 2012 before founding Mamaearth under Honasa in 2016. Ghazal is also a recognized artist, having completed intensive courses in Modern Art and Applied Arts from the School of Visual Arts and New York Academy of Art. She is regarded as one of the top 10 women artists in India and has received national and international recognition.
Together, the Alagh duo has created an innovative product line that solves a common Indian parenting problem by providing safe and chemical-free products for babies and their families. Mamaearth is not just a commercial brand; it is a labor of love that ensures products are made with utmost care and responsibility. The company is based out of Gurugram (Gurgaon), India, and has become the first Asian brand with a MADE SAFE certification, which guarantees that its products are free of all known toxins that are banned in most countries.
How did Mamaearth start?
Living in the US, Ghazal Alagh became more aware of the harmful chemicals present in commonly used personal care and baby care products. She started paying closer attention to the ingredients list before buying any baby care item. However, when she and her husband Varun Alagh were expecting their first child in India, they realized that the baby care products they came across contained harmful toxins and safer alternatives weren’t available. They turned to imported products from the US, but that arrangement was inconvenient and expensive.
This struggle inspired the couple to create a solution for themselves and other parents in India. They researched ways to make baby products safer and more affordable and founded Mamaearth, a brand that offers MADE SAFE certified products. The company has a dedicated R&D team and the products are toxin-free, loaded with natural goodness that babies deserve. Mamaearth soon became Asia’s 1st brand to offer such certified products.
The couple’s journey is a testament to their commitment to provide safe and affordable baby care products to parents in India. Mamaearth’s success can be attributed to their tireless efforts, dedication, and vision to make a difference in the industry. Their mission to provide toxin-free and natural products to parents and babies has earned them a loyal customer base and set a new standard for the Indian baby care industry.
Mamaearth – Business and Revenue Model
Mamaearth’s unique business model allows them to maintain quality control over their products while also enabling them to reach a wider audience through both digital and offline channels. By partnering with contract manufacturers, Mamaearth can scale production quickly to meet the demand for their toxin-free and natural products. This approach also helps Mamaearth keep costs low, which translates to affordable pricing for consumers.
In addition to their innovative products, Mamaearth’s revenue model is also quite unique. By leveraging D2C platforms such as Amazon and Flipkart, Mamaearth can offer exclusive discounts and deals that incentivize customers to try their products. This helps them increase their customer base while also boosting sales. At the same time, Mamaearth also has a presence in traditional brick-and-mortar stores, which further expands their reach and allows them to cater to customers who prefer to shop offline.
Mamaearth’s focus on innovation and their commitment to quality has helped them become a leading brand in the organic skincare and baby care space in India. By following the blue system with an omnichannel presence, Mamaearth can continue to offer innovative and safe products to their customers while also expanding their market share.
Mamaearth – Funding and Investors
|September 15, 2022||–||$759 K||Angel round|
|December 28, 2021||Series D||$37.5 Million||Sequoia Capital India|
|July 26, 2021||Series C||$50 Million||Sofina Ventures|
|January 2020||Series B||$17 Million||Sequoia Capital India|
|September 2018||Series A||$4 Million||Fireside Ventures, Stellaris Venture Partners|
|April 2018||Venture||$250K||Shilpa Shetty|
|September 2017||Venture||$1 Million||Fireside Ventures|
|December 2016||Seed||$125K||Fireside Ventures|