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It Seems That Mamaearth Had Still Not Lost Its Glow!

One of India’s most celebrated beauty brands Mamaearth and its parent Honasa Consumer were under immense pressure. The past month has been a one to forget for Honasa, but it seems that slowly things are coming back on track. In a win for Honasa Consumer, the Dubai Appeal Court on last Sunday rejected precautionary appeals from the beauty and personal care products retailer and its former distributor RSM General regarding the ongoing distributorship termination fiasco. Mamaearth

The case of Mamaearth.

Last July, RSM General, a former Mamaearth product distributor in the MENA area, filed a litigation against Honasa in the Dubai Court for illegally terminating its distributorship.

According to an exchange filing, the court in June of this year ordered the Mamaearth parent to seize the company’s UAE assets and declined to revoke the trading licence of Honasa Consumer General Trading, the company’s Dubai entity. 

“However, this Order stood unenforceable because the Hon’ble Delhi High Court asked RSM to file a request with the Appeal Court for the stay of the precautionary attachment proceedings.” “The Appeal Court, at RSM’s request, postponed the precautionary attachment proceedings. The development follows the Delhi High Court granting an order under Section 9 to protect Honasa Consumer, including an injunction preventing RSM from enforcing the Dubai Court judgment.

RSM appealed this decision, following which the Delhi HC directed RSM to request the Appeal Court in Dubai to suspend the Dubai Court judgment. It also instructed RSM not to enforce the Dubai judgment in the UAE or any other country until the Indian appeal is resolved.

The lost glow is still glowing.

Recently, it was noted that India shopped for 99.2 million beauty & skincare products from Honasa Consumer in 2024- 45 sunscreen bottles by Jhansi consumer, 61 face wash tubes by another in Guwahati, here is how India shopped from Honasa Consumer in 2024.

Mamaearth

What is under the umbrella of Honasa- Honasa Consumer Ltd, the parent company of Mamaearth, served over 18,700 pincodes in 2024. Besides Mamaearth, the company is home to brands including The Derma Co., Aqualogica, Dr. Sheths, BBlunt and Staze Beauty. 

Per the report, Honasa Consumer’s Year ender Wrap-

  • Goa shopped most for sunscreen.
  • Bengaluru ordered the maximum dry shampoos. 
  • Jhansi, meanwhile, came to notice as one consumer bought 45 bottles of Aqualogica Glow+ Sunscreen. 
  • Another consumer from Guwahati bought 61 tubes of Mamaearth Rice Facewash. 
  • During Chhath Puja, Honasa said, over 10,000 Mamaearth ruby red lipsticks were sold, highlighting the popularity of bold, festive looks. 
  • Raipur showed growing interest in science-backed skincare.
  • Hyderabad emerged as the baby care capital of India. 
  • Gurgaon recorded the most searches for “gifts for girlfriends”, making Aqualogica Mists the popular choice.
  • Ubtan Face Masks became Surat’s choice for Haldi ceremony when a consumer ordered 155 tubes.

So, what are still the tools of Mama that is pulling ‘Mama back on Mode’?

The OG Skincare.

  1. Who doesn’t want a crystal clear shining skin? Probably, no one!- Honasa Consumer’s year ender report stated, over 26.2 million units of facewash were bought by consumers, solidifying its role as a must-have in daily skincare routines. 
  2. The second comes the hide and seek from Sun- The Sunscreens!- 15.9 million units of suncare products being sold. 
  3. Third comes the Rapunzel hair- Shampoos also captured significant attention with 11.6 million units purchased during the year.
  4. Fourth comes ‘The Plumpy Hydrating skin’- hydration became the MVP as India ordered more than 5.9 million moisturizers making it a go-to product in their skincare. 
  5. The power packed nutritious face serums came fifth- Serums became the star of skincare, and the company delivered over 7.7 million serums during the year. The Niacinamide Serum emerged as a top choice with 1.5 million units sold. The Salicylic Acid Face Serums also gained immense popularity, with 1.2 million units sold. 

In terms of products, Mamaearth’s Ubtan Face Wash, Dr. Sheth’s Ceramide & Vitamin C Oil-Free Moisturizer, Aqualogica’s Glow+ Dewy Sunscreens, Bblunt’s Hot Shot Heat Protection Hair Mist, and Staze’s 9 to 9 3-in-1 Lipsticks became the hot favourites this year. Mamaearth’s natural and organic baby care solutions recorded sales of 7.2 million products.  

Mamaearth

The glowing end-to a new year!

Honasa Consumer is focused on becoming a market leader in key categories like skincare and haircare within the next 3–5 years. By strengthening its go-to-market (GTM) strategies, the company aims to expand its offline presence, boost retail sales, and enhance brand visibility across key markets. How long it will take to reap the results of its efforts, only time will tell! Although we can see the glowing hints!

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