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.

Business area of the company

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).

Awards and accreditations

• 2019: The company won the Super Start Ups Asia award by Startup Asia.
• 2019: The company won the Best Brands award for ‘Mamaearth’ by Economic Times.
• 2020: The company won the 2020 BASES Breakthrough Innovations 2020 award by Nielsen.
• 2020: The company was awarded the Great Place to Work (for December 2020- November 2021) by Great Places to Work Institute, India.
• 2020: The company won the Times of India Most Valued Mother & Child Brands 2020 award for ‘Mamaearth’.
• 2020: Varun Alagh won the 40 Under 40 achievers award by Economic Times.
• 2021: The company won the India’s Most Admired Brand award by Prestigious Brands of Asia- BARC for ‘Mamaearth’.
• 2021: The company was awarded the Amazon Step Ace Award for ‘Mamaearth’ by Amazon.
• 2021: The company was awarded the Top Woman Flipstar 2021 award for ‘Mamaearth’ by Flipkart.
• 2021: The company was awarded the Great Place to Work (for November 2021- December 2022) by Great Places to Work Institute, India.
• 2022: Ghazal Alagh won the GQ’s 30 Most Influential Young Indians of 2022 by GQ India.
• 2022: Ghazal Alagh won the Economic Times x Femina Promising Women Leaders of India.
• 2022: The company won the Amazon Seller Flex Champion 2022 for “Mamaearth”.
• 2022: The company won the Economic Times Most Promising Brand 2022 award for “Mamaearth”.
• 2022: The company won the FlipStars Award 2022 award for ‘Mamaearth’ as an assured seller from the Flipkart Seller Hub.
• 2022: The company won the ‘Dare to Dream’ Emerging Company of the Year (North) award by SAP, TV9Network.
• 2022: Varun Alagh won the D2C Icons of India award by Shiprocket.
• 2022: The company won the Grazia Most Loved Brands Awards, 2022 for “Mamaearth”.
• 2022: The company was recognised by Burgundy Private Hurun for India’s 500 most valuable companies for ‘Mamaearth’.
• 2022: Ghazal Alagh won the BW 40 Under 40 achievers award.
• 2023: The company won the India’s Most Trusted Baby Products Brand for Mamaearth in a study covering 8,000 bands across 16 cities pursuant to the India Study
• 2023 by the TRA’s Brand Trust Report.
• 2023: The company won an award at the Creative Effectiveness Awards India for Mamamearth: Shadi wala glow everyday in the category of Personal Care – Television by KANTAR, 2023.
• 2023: Mamaearth won the D2C Brand of the Year at the E-Commerce and Digital Native Awards organised by ET Retail, 2023.
• 2023: Ghazal Alagh and Varun Alagh won the award for Founders of the Year by Entrepreneur India.

Major events and milestones

• 2016: The company launched flagship brand Mamaearth that focuses on developing toxin-free beauty products made with natural ingredients.
• 2017: Raised funding led by Fireside.
• 2018: Shilpa Shetty Kundra invested in the company.
• 2018: Raised funding led by Stellaris.
• 2020: Launched ‘The Derma Co.’ – its science-backed product powered with active ingredients.
• 2020: Raised funding led by PXV VI.
• 2020: Crossed annual revenue of Rs 1,000 million in Financial Year 2020.
• 2021: Raised funding led by Sofina.
• 2021: Launched Aqualogica – its hydrating skincare brand designed for Indian skin types.
• 2021: Launched its 1st EBO for Mamaearth.
• 2021: Launched Ayuga – its ayurvedic product in easy-to-use, modern formats for Indian millennials.
• 2021: Acquired Momspresso – a content platform providing meaningful and relevant content to women.
• 2022: Acquired BBlunt – professional hair care and styling products enabling salon like experience at home.
• 2022: Acquired Dr. Sheth's – A bio-actives based skincare designed by three-generations of skin specialist.
• 2022: Launched the ‘Mamaearth x Femina Beautiful Indians’ campaign to recognise and reward acts of goodness in society.
• 2022: Mamaearth emerged as the fastest growing BPC brand in India to reach an annual revenue of Rs 10,000 million (in the preceding 12 months) within six years of launch.
• 2023: Revenue from offline channels crossed Rs 5,000 million in Financial Year 2023.