Mamaearth's parent company Honasa Consumer acquires Bblunt; enters hair colour and styling category

Honasa Consumer (HCPL), the parent company of Mamaearth, The Derma Co., and Aqualogica, has acquired BBlunt, a premium hair care, hair colour and styling products brand from the house of Godrej Consumer Products (GCPL), while also acquiring BBlunt salons operated by Bhabani Blunt Hair Dressing.

Estimated at Rs 6,000 Crore, the hair colour and hairstyling category are expected to continue fast-paced growth in India. With increasing millennial demands for innovative and trendy products, BBlunt has an edge over other brands in the market. HCPL can help strengthen BBlunt and use their D2C and E-commerce strength to scale up the business.  

As part of the acquisition, BBlunt hair care and styling products business will be completely owned and managed by Honasa Consumer. However, BBlunt salon business will continue to operate as an independent entity, with the founding team Adhuna Bhabani, Osh Bhabani and Avan Contractor as Creative Directors and Spoorthy Shetty as CEO.

Varun Alagh, Co-Founder and CEO, HCPL, said, “BBlunt, as a brand, has been ahead of its time with its innovative product portfolio and its digital presence. The brand has carved a niche for itself and considering the market size of Rs 6000 crore in hair colour and hairstyling, the brand has potential to grow exponentially. Being a house of brands, HCPL has attained expertise in building millennial brands with a digital-first approach. We will utilise our expertise and proficiency in digital marketing to accelerate the growth and scale of BBlunt. Since the brands synergize on fundamental principles and strong millennial connect, we are confident that BBLUNT will be a great addition to the Honasa Consumer portfolio.”

Adhuna Bhabani, Founder & Director, BBlunt said,” The BBlunt journey has been an extraordinary one, it is a life’s work that led to the creation of our very own product range. BBlunt and HCPL share a strong synergy and common brand values. Honasa is a strong player in the Direct to consumer/e-commerce space and they see great potential in the brand and the salon heritage that we have. We, the team, are very excited to see what the future holds in this exciting new chapter for the brand.”

Spoorthy Shetty, CEO BBlunt, said, “This is a significant milestone for our business and is a testament to the outstanding team we have assembled, the rapidly scaling salon business we have created, with a solid academy and shoot vertical that we have developed. We are excited about the acquisition, and we look forward to supporting Honasa’s growth ambitions. This is a win-win situation for both companies and the expected synergies will allow us to broaden our customer, product, geographical and technological base. Our clients will continue to receive the same high-quality service, which they have come to expect.”

Through the acquisition JM Financial Ltd acted as an exclusive financial advisor to HCPL.

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