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The company was incorporated as ‘Honasa Consumer Private Limited’ at New Delhi as a private limited company under the Companies Act, 2013, pursuant to a certificate of incorporation dated September 16, 2016, issued by the RoC. Subsequently, the company was converted to a public limited company and the name of the company changed to ‘Honasa Consumer Limited’ pursuant to a Shareholder’s resolution dated October 26, 2022 and a fresh certificate of incorporation dated November 11, 2022 was issued by the RoC.
The company is the largest digital-first beauty and personal care (BPC) company in India in terms of revenue from operations for the Financial Year 2023. Since its inception, the company has worked with the primary objective of developing products that address beauty and personal care problems faced by consumers. For instance, its flagship brand, Mamaearth, is built to service a core customer need for safe-to-use, natural products, and focuses on developing toxin-free beauty products made with natural ingredients.
Since launching Mamaearth in 2016, the company has added five new brands to its portfolio, namely The Derma Co., Aqualogica, Ayuga, BBlunt and Dr. Sheth’s, and have built a ‘House of Brands’ architecture. As of June 30, 2023, the company’s portfolio of brands with differentiated value propositions includes products in the baby care, face care, body care, hair care, color cosmetics and fragrances segments. Its success with Mamaearth and its ability to identify and cater to emerging trends has enabled it to develop repeatable brand building playbooks that have helped in scaling its newer brands at a fast pace. These playbooks are powered by the company’s consumer centric approach across various aspects of its business model, including its innovation engine, its digital-first omni-channel distribution, and its technology and data-driven marketing and consumer engagement model.
Additionally, the company continuously seeks to connect better with its consumers and strengthen its brand equity by building ‘purpose-driven’ brands that are associated with environmental and social impact causes. For instance, through the Mamaearth ‘Plant Goodness’ initiative, it works with a non-government organisation to plant trees for orders placed on its direct-to-consumer (DTC) platform and share geo-tagged images of these trees with its consumers. Similarly, The Derma Co. is associated with a ‘Young Scientists’ program wherein children in certain rural parts of India are provided with access to education in science, and Aqualogica is associated with a ‘Fresh Water for All’ initiative wherein it help enable access to clean drinking water for marginalized communities.
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Honasa Consumer is a digital-first house of brands catering to the diverse needs of millennial customers. The company is building a new generation of beauty and personal care brands - driven by purpose, powered by technology, and focused on evolving consumer needs. From natural personal care to science-backed skincare and a modern take on Ayurveda, each of its brands has a unique proposition, created for millennials. Currently, the company’s in-house portfolio of brands comprises household favorites like Mamaearth, The Derma Co., Aqualogica, and Ayuga. It has also made strategic acquisitions to strengthen its portfolio – BBlunt (Products and services), Dr Sheth's (dermatologist formulated skincare brand).
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