Personal care brand Nat Habit has widened its baby care offering with the launch of Fresh Maakhni, a new range of cleansers positioned around the promise “Safe. Gentle. Baby Approved.” The company says the products are designed to do more than wash, cleansing while also nourishing and protecting a baby’s skin, scalp and hair.
The launch comes as parents pay closer attention to the ingredients in products they use on their children and to what those ingredients actually do. Nat Habit says it is responding by combining familiar Indian ingredients with contemporary formulations, bringing nourishment into a routine as basic as the daily bath.
The range draws on makhan and maakhni chaach, and follows the formulation idea “Powered by Buttermilk. Protected by Butters.” According to the company, buttermilk, a natural source of lactic acid, helps cleanse without stripping natural oils, while plant butters help retain moisture and softness.
Fresh Maakhni includes three products: Coco Brahmi Baby Shampoo, Almond Oats Vit-E Head-to-Toe Baby Wash and Olive Calendula Baby Wash. Ingredients across the range include coconut, brahmi, almonds, oats, shea butter, olive, calendula and chamomile.
Nat Habit says each Fresh Maakhni product is 100% natural with a pH of 5.5. The cleansers are dermatologist- and pediatrician-tested, tear-free and non-irritating, and are meant for everyday use.
The company will soon add Fresh Ubtan to its baby cleansing portfolio. Inspired by the traditional baby ubtan, the range aims to deliver the familiar ritual in a convenient, ready-to-use format. It will include Grain & Gram Fresh Ubtan Baby Wash, with besan, moong dal, masoor dal, raw milk, turmeric and fresh aloe, and Milk & Nut Fresh Ubtan Baby Wash, with raw milk, almonds, rolled oats, fresh aloe and nourishing oils.
Commenting on the launch, Swagatika Das, CEO & Co-Founder, Nat Habit, said, “Baby care is a category built on trust, and one where we see significant long-term potential. With Fresh Maakhni, we are introducing a more complete approach to everyday baby cleansing; one that nourishes as well as cleanses, using ingredients Indian families have relied on for generations. This launch is the first step towards building a comprehensive baby care portfolio, which we will continue to expand with Fresh Ubtan and other formats as we bring our Fresh Ayurveda philosophy to new needs and routines for our consumers.”
The Fresh Maakhni range is available on Nat Habit’s official website, nathabit.in.
Also Read | Nat Habit raises Rs 142 crore in Series C round led by Trident Growth Partners
Founded in 2019, Nat Habit is an Indian direct-to-consumer beauty and personal care brand built around the philosophy of Fresh Ayurveda.
Combining traditional Ayurvedic wisdom with modern science and drawing on in-house R&D and manufacturing, it offers plant-based formulations across hair care, skin care, body care and baby care.
The brand has served over 60 lakh households across India. Its investors include Trident Growth Partners, Bertelsmann India Investments (BII), Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust and Sharrp Ventures.
