Mamaearth enters personal wash category, launches new soap

Beauty products brand Mamaearth has announced its entry into the personal wash category with the launch of moisturising lotion soap.

Calling it a move that will disrupt the personal wash category, the company said the Mamaearth Moisturizing Lotion soaps will offer a sustainable alternative in the market that is “dominated by products containing chemicals and synthetic ingredients.”

The moisturising soaps will offered in four variants – Ubtan, Vitamin C, Multani Mitti and Neem – tailored for different skin types and preferences.

Shares of Honasa Consumer Ltd, the parent company of Mamaearth, closed at Rs 386 per piece down by 1.2% on the National Stock Exchange.

Commenting on the development, Honasa Consumer's cofounder and chief innovation officer, Ghazal Alagh, said, “The lack of innovation in the personal wash category has been a challenge for the category, particularly given the constant demand for natural, eco-friendly, and safer alternatives, without compromising on the efficacy. This presented an interesting challenge for us, and we began our quest to solve this problem. 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 provides moisturisation as well."

Alagh emphasised on Mamaearth's commitment to offering safe and toxin-free alternatives and added that the company will work to offer a wider selection of toxin-free and safe options to customers for their daily hygiene routine.

Presently, Mamearth has over 200 products in its portfolio, serving more than 5 million customers across India. It started as an online-only brand but is now available at retail stores as well. The company markets its products through its official website and other online marketplaces including Amazon, Flipkart and Nykaa.