Mamaearth forays into personal wash category with moisturising lotion soaps

Mamaearth, a brand with toxin-free and natural personal care products, has announced its entry into the personal wash category.

The brand believes that the personal care industry has seen rampant advancements with extensive research and development over the years. However, one of the biggest categories of personal care being personal wash has seen relatively stagnant innovation in recent years. The market continues to be dominated by products containing chemicals and synthetic ingredients falling majorly under Grade 2 and 3 segments, with very limited Grade 1 options.

With a growing demand for natural and sustainable personal care products, Mamaearth's decided to venture into the personal wash category. Mamaearth Moisturising Lotion Soaps are Grade 1 soaps with Made-Safe certification in a non-drying formula.

Available in 4 variants – Ubtan, Vitamin C, Multani Mitti and Neem, the personal wash category includes a variety of soaps tailored to different skin types and preferences.

Commenting on this innovation, Ghazal Alagh, Co-founder and Chief Innovation Officer, Honasa Consumer, 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. 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 providing moisturisation 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."

The new range of Mamaearth personal wash products is now available for purchase online and at select retail outlets across India.

Info@BestMediaInfo.com