everteen | neud | nature sure | mansure

What everteen | neud | nature sure | mansure does

Wet and Dry Personal Care Private Limited is an Indian privately-held direct-to-consumer company operating a portfolio of four distinct consumer brands — everteen (feminine hygiene and intimate care), NEUD (beauty and personal care), Nature Sure (Ayurvedic wellness and herbal supplements), and ManSure (men's health supplements) — sold exclusively through a unified Shopify-based e-commerce storefront at everteen-neud.com. The combined catalog spans 209+ SKUs across sanitary pads, menstrual cups, period panties, sunscreens, perfumes, hair care systems, hair removal creams with kojic acid/arbutin, hair inhibitors using the proprietary PDR (Penetrate-Deactivate-Retard) method with Gymnema sylvestre and Carica papaya, Ayurvedic oils, herbal supplements, and men's vitality formulations.

The company's product technology is rooted in Ayurvedic botanical formulations combined with modern cosmetic actives. Key proprietary mechanisms include the PDR hair inhibition method (an 8–14 week progressive hair thinning protocol), dual-action anti-tanning hair removal (combining kojic acid and arbutin), and AYUSH-certified herbal supplement manufacturing. Regulatory validations include ISI certification for sanitary pads, AYUSH certification for Nature Sure products, dermatological testing, and medical-grade silicone for the menstrual cup. The business is differentiated within Indian D2C by its multi-brand portfolio strategy covering women's care, unisex beauty, natural wellness, and men's health from a single storefront, with 11-language support for the Indian market and worldwide shipping capability.

The business model is unit-priced direct-to-consumer e-commerce with no subscription offering. Revenue is generated through one-time product purchases with promotional discounts (MORE10 code for 10% extra discount on 2+ units, 20-76% off list pricing observed). Free shipping in India above ₹700 incentivizes cross-brand basket building. Customer acquisition relies on content marketing (educational blogs), social media presence across Facebook, Instagram, YouTube, X/Twitter, Pinterest, and Tumblr, video content marketing, email newsletter, a rewards points program for retention, and an external affiliate program. The company is bootstrapped with no external institutional investment evidenced and operates from India with global shipping capability.

Name

everteen | neud | nature sure | mansure

Legal name

Wet and Dry Personal Care Private Limited

Website

https://everteen-neud.com

Company type

Private

Operating status

Operating

Short description

Wet and Dry Personal Care is an Indian privately-held DTC e-commerce company selling 209+ SKUs across four brands — everteen (feminine hygiene), NEUD (beauty/personal care), Nature Sure (Ayurvedic wellness), and ManSure (men's health) — directly to consumers worldwide via a Shopify storefront.

Ownership category

akta.pro rank

Product category

Personal Care & Beauty

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Health and Personal Care Retailers (456)

SIC

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

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industries

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Intimate Washes & Feminine Cleansers (CRABAIAH), Deodorants & Antiperspirants (CRADANAA)

Keywords

• Personal care products
• Feminine hygiene
• Men's wellness
• Hair care
• Direct-to-consumer beauty

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of beauty, wellness, and personal care products through the official e-commerce brand store. Products sold include feminine hygiene (everteen), beauty and personal care (NEUD), natural wellness (Nature Sure), and men's health (ManSure). Revenue generated through one-time product purchases with no subscription model mentioned.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Wet and Dry Personal Care Private Limited manufactures and sells more than 209 personal-care, beauty, and wellness products under four consumer brands — everteen (feminine hygiene and intimate care), NEUD (hair care), Nature Sure (natural wellness and nutrition), and ManSure (men's intimate and personal care). Products are sold direct-to-consumer through brand-owned Shopify storefronts and shipped globally from India, targeting Indian and Indian-diaspora consumers seeking AYUSH- and ISI-certified personal-care solutions.

Product overview

The company operates four distinct sub-brands through a unified Shopify-based e-commerce platform: everteen (feminine hygiene and women's health), NEUD (premium beauty and personal care), Nature Sure (natural wellness and Ayurvedic products), and ManSure (men's health supplements). The everteen brand encompasses feminine care including sanitary pads, menstrual cups, period panties, intimate washes, and hair removal products. NEUD offers a comprehensive beauty portfolio including certified sunscreens (SPF 50 PA++++), luxury perfumes, face washes, hair care systems, hair removal solutions, cosmetics (Lush Bella line), handmade soaps, and facial kits. Nature Sure provides Ayurvedic wellness through herbal supplements, wellness powders, dietary supplements, and therapeutic oils. ManSure specializes in Ayurvedic men's health products including Shilajit, testosterone boosters, and sexual health supplements. All products are sold direct-to-consumer through the official brand store with global shipping.

Differentiator

Problem solved

Functional benefit

Brands

• Lush Bella: Cosmetics sub-brand under NEUD offering lipsticks, nail polishes, and eye liners
• NEUD Perfumes

Products and services

• everteen Brand line under Wet and Dry Personal Care offering feminine hygiene and intimate-care personal-care products for women consumers in India and globally.
• NEUD Brand line under Wet and Dry Personal Care offering specialized hair-care formulations for consumers seeking targeted hair and scalp solutions.
• Nature Sure Brand line under Wet and Dry Personal Care offering natural wellness and nutrition personal-care products for consumers seeking ayurvedic wellness solutions.
• ManSure Brand line under Wet and Dry Personal Care offering men's intimate and personal-care products for male consumers in India and globally.

Quantifiable outcome

• NEUD Anti-Tanning Hair Removal Cream removes unwanted hair in just 5 minutes while reducing tan and post-depilation skin darkening
• +3 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mamaearth (Honasa Consumer): India's largest natural/D2C personal care brand (Honasa Consumer, listed). Directly comparable to NEUD and Nature Sure: toxin-free beauty, Ayurvedic-leaning formulations, multi-category portfolio (face, hair, baby, wellness) sold D2C plus offline retail, but at vastly larger scale and capitalisation.
• WOW Skin Science: Indian D2C brand spanning skin care, hair care, body care and wellness with apple-cider-vinegar and natural-ingredient positioning. Closely comparable to NEUD's unisex beauty/personal care assortment and Nature Sure's wellness category, sold via own site plus Amazon and offline.
• Plum (Plum Goodness): India-focused vegan and cruelty-free beauty D2C brand covering skin care, hair care, body care and makeup. Comparable to NEUD's certified, dermatologically tested positioning and price-point ladder, with stronger brand awareness in metros.
• mCaffeine: Indian caffeinated personal care D2C brand (coffee-based skin and hair care). Comparable in D2C GTM, India origin, and single-brand-store model, though its ingredient-led positioning is narrower than NEUD's broader portfolio.
• SUGAR Cosmetics: Indian D2C colour-cosmetics brand (lipsticks, nail polishes, eyeliners). Directly comparable to NEUD's Lush Bella cosmetics sub-line on category, price-point and D2C-first model, with stronger offline and marketplace presence.

Broad incumbents

• Himalaya Wellness: Established Indian Ayurvedic personal care and pharma company. Comparable on Ayurvedic ingredient philosophy, AYUSH-aligned manufacturing and product breadth across face, hair, body and wellness — but operates at much larger scale and dominant offline retail presence.
• Biotique: Long-established Indian Ayurvedic beauty brand across skin, hair and wellness categories. Comparable to Nature Sure and NEUD on bio/Ayurvedic positioning, but with significantly broader offline distribution and older brand equity.
• Nykaa (FSN E-Commerce): India's leading multi-brand beauty and personal care retailer (listed). Comparable as a multi-brand Indian personal-care storefront, but Nykaa is a marketplace plus owned-brand retailer rather than a manufacturer; relevant as both a potential distribution channel and a competitor for consumer wallet share.
• The Body Shop (NatureLab): Global natural-ingredient beauty retailer with strong India presence. Comparable to NEUD and Nature Sure on natural-ingredient, ethical-positioning story, but operates an extensive offline store network rather than a D2C-only model.

Emerging players

• Juicy Chemistry: Indian organic and natural beauty D2C brand with certified-organic formulations. Comparable to Nature Sure's clean/wellness positioning and to NEUD's certified-product claims, but at smaller scale and with stricter organic-only ingredient discipline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/iloveeverteen
• YouTubeyoutube.com/c/wetanddrypersonalcare
• Facebookfacebook.com/WetAndDry
• Instagraminstagram.com/wndpersonalcare
• Pinterestpinterest.com/wetdrypersonalcare

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about everteen | neud | nature sure | mansure