Mamaearth expands portfolio with entry into personal wash category

Mamaearth, personal care brand by Honasa Consumer Ltd has expanded its product portfolio with its entry into the personal wash category.

The brand has launched its personal wash category with a variety of soaps in 4 variants – Ubtan, Vitamin C, Multani Mitti, and Neem.

Commenting on the launch, Ghazal Alagh, co-founder at Honasa Consumer Ltd in a statement 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. 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 moisturization as well.”

“At Mamaearth, we are committed to offering safe and toxin-free alternatives, and with the entry into the personal wash category, we will continue working on innovative formats to disrupt this category and provide consumers with a wider selection of toxin-free and safe options for their daily hygiene routine,” she added.

Founded in 2016 by Varun Alagh and Ghazal Alagh, Honasa Consumer Private Limited is one of India’s largest digital-first beauty and personal care company with a diverse portfolio of six brands.