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Mamaearth’s moisturizing lotion soaps set to disrupt personal wash category

Mamaearth has entered the personal wash category, a significant stride in providing safe and toxin-free options for consumers nationwide.

Despite advancements in the personal care industry, the personal wash category has experienced limited innovation in recent years, primarily dominated by products containing chemicals and synthetic ingredients. Recognizing the increasing demand for natural and sustainable personal care items, Mamaearth has introduced Moisturizing Lotion Soaps, aiming to disrupt the market with Grade 1 soaps certified by Made-Safe in a non-drying formula.

Mamaearth’s Moisturizing Lotion Soaps feature a signature blend of natural ingredients, free from harmful chemicals and toxins, offering a perfect combination of deep cleansing and moisturization. The range includes four variants– Ubtan, Vitamin C, Multani Mitti, and Neem– catering to different skin types and preferences.

“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 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,” Ghazal Alagh, Co-founder and Chief Innovation Officer of Honasa Consumer Ltd.

In line with Mamaearth’s commitment to sustainability and social responsibility, the packaging for the personal wash products is made from recyclable materials, contributing to a cleaner, greener future.

Founded by Ghazal Alagh and Varun Alagh, Mamaearth is the fastest-growing beauty and personal care brand in India. Driven by innovation, the brand caters to the personal care needs of young, aspirational, and environmentally conscious Indian consumers. With a product portfolio of over 200 items and a reach of over 5 million customers in 500 Indian cities, Mamaearth is committed to providing safe, toxin-free alternatives. Products are available on []( and major eCommerce platforms like Amazon, Nykaa, Flipkart, and over 40 thousand points of sales nationwide.

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