What Mamaearth does

Mamaearth, operated by Honasa Consumer Limited (NSE: HONASA), is an India-headquartered personal care brand founded in 2016 by Varun Alagh and Ghazal Alagh, initially focused on toxin-free baby care products and subsequently expanded into skincare, haircare, makeup, and body care for adults. The product portfolio is organized around signature ingredient lines (Onion, Rosemary, Vitamin C, Rice Water, Ubtan, Beetroot, Kerala Thaali) and certified positioning: the first brand in Asia to receive Made Safe certification and PETA cruelty-free certified. The company has broadened into a multi-brand house via acquisitions of Momspresso (2021), BBlunt (2022), and Dr Sheth's (2022).

The company operates a multi-channel D2C-plus-marketplace-plus-offline distribution model. Its own e-commerce platform (mamaearth.com) ships internationally to 15+ countries, while in India it sells through Myntra, Nykaa, Blinkit, Zepto, Swiggy Instamart, and 270,000+ offline outlets including 120,000 direct distribution points (a six-fold expansion). Marketing is anchored in creator-led content, with approximately 25% of digital budgets allocated to influencer marketing integrated since the brand's early stages, supported by owned platforms acquired through the Momspresso deal.

Mamaearth is now India's third-largest skincare company as of October 2024, generating Rs 2,392 crore in FY26 revenue (up ~15.7% YoY) with FY26 EBITDA tripling to Rs 231 crore and net profit crossing Rs 200 crore for the first time. Following its public listing as Honasa Consumer, the company declared its first-ever dividend of Rs 3 per share, signaling the transition from a venture-backed D2C startup to a scaled, profitable, publicly traded consumer brand.

Name

Mamaearth

Legal name

Honasa Consumer Limited

Website

https://mamaearth.in

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

Mamaearth, operated by publicly listed Honasa Consumer Limited, is an India-headquartered personal care brand selling toxin-free, Made Safe certified skincare, haircare, baby care, and makeup products through its own D2C site, marketplaces, quick commerce platforms, and 270,000+ offline outlets, serving health-conscious parents and adults across India and 15+ international markets.

Ownership category

akta.pro rank

Product category

Personal Care and Beauty

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Baby Skincare (Lotions, Creams, Oils) (CRABAJAB)

akta.pro secondary industries

Baby Bath & Cleansing (CRABAJAA), Baby Powder & Anti-Chafe (CRABAJAG), Kids Skincare (Moisturizers, Sensitive Skin) (CRABAJAI), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Toxin-free personal care
• Natural baby care products
• Skincare haircare brand
• Beauty cosmetics products
• D2c personal care

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer (D2C) Product Sales: Primary revenue stream through direct sales via own e-commerce platform (mamaearth.com) and app. Products sold include skincare, haircare, baby care, and makeup categories at various price points.
2. Marketplace Sales: Sales through third-party marketplaces including Myntra, Nykaa, and quick commerce platforms like Blinkit, Zepto, and Swiggy Instamart. Mamaearth recorded over 70% growth on Myntra's EORS platform.
3. Offline Retail Distribution: Revenue from physical retail expansion with distribution to over 2.7 lakh (270,000+) offline outlets including modern trade and general trade stores.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Mamaearth manufactures and sells 100% toxin-free, natural ingredient-based personal care products across five core categories: face care (face wash, sunscreen, moisturizer, serum, facial kits, scrub), hair care (shampoo, hair oil, conditioner, hair mask, hair serum), makeup (lipsticks, foundation, kajal, lip balm), body care (body wash, body lotion, soaps), and baby care (baby shampoo, wash, lotion, soap, massage oil). The portfolio is organized around signature botanical ingredient lines including Onion, Rosemary, Vitamin C, Rice Water, Ubtan (turmeric/saffron), Beetroot, and Kerala Thaali, and is MadeSafe and PETA certified.

Product overview

Mamaearth is a direct-to-consumer personal care brand under Honasa Consumer Limited, offering a broad portfolio of toxin-free, 100% natural beauty and baby care products. The core offering spans face care, hair care, makeup, body care, and baby care categories, organized around signature ingredient lines including Onion (hair fall control), Rosemary (scalp health), Vitamin C (skin illumination), Rice Water (glass skin), Ubtan (tan removal with turmeric and saffron), Beetroot (pink glow), and Kerala Thaali (Ayurvedic hair care). The brand's face care line includes face wash, sunscreen, moisturizer, serum, facial kits, and face scrub; hair care includes shampoo, hair oil, conditioner, hair mask, and hair serum; makeup includes lipstick variants, foundation, kajal, and lip balm; body care includes body wash, body lotion, and soaps; and baby care includes shampoo, body wash, body lotion, massage oil, and soaps. Products are sold through the brand's own e-commerce platform as well as retail and online marketplaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Mamaearth Face Care Products 100% toxin-free face care lineup including face wash, sunscreen, face cream, face moisturizer, face serum, facial kits, and face scrub formulated with natural ingredients such as rice water, vitamin C, ubtan (turmeric and saffron), and beetroot for Indian skin concerns including tan removal, brightening, and oil control.
• Mamaearth Hair Care Products Toxin-free hair care range covering shampoo, hair oil, conditioner, hair serum, and hair mask targeting hair fall control, hair growth, and scalp health using rosemary, onion, and Kerala Thaali Ayurvedic herbs.
• Mamaearth Makeup Products Natural ingredient-enriched color cosmetics including lipstick variants (Moisture Matte, Luxe Matte, Creamy Matte, Soft Matte), foundation, kajal pencils, and lip balms designed to be gentle on skin while delivering color payoff.
• Mamaearth Body Care Products Body care range with body wash, body lotion, and body soaps formulated with natural ingredients such as turmeric, saffron, vitamin C, charcoal, and rice water for hydration and gentle exfoliation.
• Mamaearth Baby Care Products MadeSafe certified, 100% toxin-free baby care line including baby shampoo, baby body wash, baby body lotion, baby soap, baby massage oil, and baby oil; dermatologically tested and pH-balanced for delicate infant skin.
• Onion Hair Care Line Onion-based hair care sub-line including Onion Hair Oil with Redensyl, Onion Shampoo, Onion Conditioner, Onion Hair Mask, and Onion Hair Serum formulated for hair regrowth and hair fall control.
• Rosemary Hair Care Line Rosemary-based hair care range including Rosemary Hair Growth Oil, Rosemary Anti-Hair Fall Shampoo, Rosemary Anti-Hair Fall Conditioner, Rosemary Anti-Hair Fall Spray, and Rosemary Scalp Serum for scalp health and hair strengthening.
• Vitamin C Skincare Line Vitamin C skincare sub-line including Vitamin C Face Wash, Daily Glow Face Serum, Face Cream, Sunscreen, Facial Kit, Face Scrub, and Body Wash for skin illumination and sun protection.
• Rice Water Skincare Line Rice water-based skincare sub-line for glass skin including Rice Face Wash with Niacinamide, Rice Facial Kit, Rice Face Scrub, Rice Oil-Free Face Moisturizer, Rice Water Dewy Sunscreen, Rice Water Dewy Face Toner, and Rice Dewy Bright Moisturizing Cream.
• Ubtan Skincare and Body Care Line Ubtan-based skincare and body care range featuring traditional turmeric and saffron ingredients including Ubtan Natural Glow Face Wash, Ubtan Face Scrub, Ubtan Facial Kit, Ubtan Moisturizing Body Lotion, Ubtan Body Wash, and Ubtan Moisturizing Lotion Soap for tan removal and glow.
• Beetroot Skincare Line Beetroot-based pink glow skincare sub-line including Beetroot Gentle Face Wash, Beetroot Daily Glow Face Cream, Beetroot Hydraful Essence Serum, Beetroot Hydraful Moisturizer, Beetroot Hydraful Light Gel Moisturizer, Beetroot Everyday Pink Glow Kit, and Beetroot Tinted 100% Natural Lip Balm.
• Kerala Thaali Hair Care Line Ayurvedic hair care sub-line based on Kerala's traditional 12-herb formula including Kerala Thaali Shampoo, Kerala Thaali Hair Oil, and Kerala Thaali Cleansing Hair Mask for thick and long hair.
• Mamaearth Lipstick Range Long-stay lipstick collection across four finishes — Moisture Matte, Luxe Matte (with Passion Fruit Oil and Vitamin E), Creamy Matte (with Murumuru Butter and Vitamin E), and Soft Matte — available in multiple shades.
• Mamaearth Foundation Lightweight, hydrating serum foundation with natural coverage suitable for all skin types, designed to keep skin healthy and fresh throughout the day.
• Mamaearth Kajal Eye Pencils Smudge-proof kajal pencils with gentle, toxin-free formulas that are itch-free and long-lasting for daily wear.
• Mamaearth Combo Kits Curated product bundles including hair growth kits, Korean skincare kits, comprehensive skincare kits, facial kits, body care kits, and the Anti Hairfall Spa Kit combining shampoo, conditioner, and hair oil for targeted treatment.

Quantifiable outcome

• Mamaearth became India's third-largest skincare company as of October 2024
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Dr Sheth'scoreStrategic or Co-development Partner · 16 May 2022Honasa Consumer (parent of Mamaearth) acquired majority stake in skincare brand Dr Sheth's for Rs 28 crore. Brand continues under CEO Aneesh Sheth's leadership. Part of portfolio expansion strategy.
• MomspressocoreStrategic or Co-development PartnerAcquired women-focused content platform Momspresso and influencer engagement platform Momspresso MyMoney for undisclosed amount. Post-acquisition, Momspresso operates independently with founding team, investing in technology and data-science capabilities. Supports influencer engagement and content marketing.

Scale indicators16 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Plum: India-based D2C personal care brand offering vegan, cruelty-free skincare, haircare, and body care products. Closely comparable to Mamaearth on channel mix (D2C plus marketplaces plus offline), target demographic, and clean/ingredient-led positioning.
• Sugar Cosmetics: Indian D2C color cosmetics and personal care brand selling through own site, marketplaces, and offline retail. Comparable to Mamaearth as a founder-led digital-first brand competing for similar mass-premium Indian consumers.
• WOW Skin Science: Indian beauty and wellness D2C brand with a broad portfolio across skincare, haircare, body care, and apple-cider-vinegar wellness. Direct comparable on product breadth, ingredient-led marketing, and omnichannel Indian retail presence.
• mCaffeine: India's first caffeinated personal care brand with a strong D2C-plus-marketplace model targeting young consumers. Comparable to Mamaearth on founder-led growth, social-media-led marketing, and clean-beauty positioning.
• Minimalist: Indian D2C skincare brand focused on science-backed active-ingredient formulations. Comparable to Mamaearth as a digitally native Indian skincare brand expanding into offline retail and competing for ingredient-conscious consumers.
• The Derma Co: Sister brand under Honasa Consumer targeting skincare with active ingredients. Direct comparable as a digitally native Indian skincare brand operating under the same parent with shared distribution and marketing infrastructure.

Broad incumbents

• Himalaya Wellness: Long-established Indian personal care and baby care company with broad herbal positioning. Direct overlap with Mamaearth in baby care and herbal skincare, but with much larger scale, deeper offline presence, and broader product portfolio.
• Hindustan Unilever: India's largest FMCG company with leading beauty and personal care brands (Dove, Lakme, Clinic Plus, Pond's). Overlaps with Mamaearth across multiple categories and represents the dominant incumbent Mamaearth must take share from.
• Marico: Indian FMCG major with brands like Parachute, Kaya, and Livon spanning hair care and personal care. Comparable to Mamaearth as an established personal care competitor with strong distribution and brand equity in Indian households.
• Dabur India: Indian Ayurveda-based FMCG company with leading naturals brands (Dabur Honey, Vatika, Amla). Overlaps with Mamaearth on natural/herbal personal care positioning and competes in baby care, hair care, and skincare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mamaearthindia
• YouTubeyoutube.com/@mamaearthindia1509
• Facebookfacebook.com/Mamaearthindia
• Instagraminstagram.com/mamaearth_global
• Pinterestin.pinterest.com/mamaearthindia
• TikToktiktok.com/@mamaearth.in
• LinkedInlinkedin.com/company/mama-earth-in

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds9 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mamaearth