Mamaearth, a leading brand in India known for its toxin-free and natural personal care products, is excited to announce its foray into the personal wash category. This expansion signifies a significant milestone in the brand’s mission to offer safe, effective, and toxin-free products to consumers nationwide.

Despite advancements in the personal care industry, the personal wash category has seen limited innovation in recent years, with many products still containing chemicals and synthetic ingredients. Recognizing the growing demand for natural and sustainable personal care options, Mamaearth has decided to enter this segment with a commitment to disrupt the market.

Mamaearth’s Moisturizing Lotion Soaps are Grade 1 soaps certified by Made-Safe, formulated with a non-drying formula. These soaps feature a unique blend of natural ingredients, free from harmful chemicals and toxins, offering deep cleansing coupled with moisturizing benefits.

Available in four variants – Ubtan, Vitamin C, Multani Mitti, and Neem – Mamaearth’s range of moisturizing lotion soaps caters to different skin types and preferences, ensuring there’s something for everyone. Each soap is meticulously crafted to provide a refreshing and rejuvenating experience while prioritizing consumer well-being and environmental sustainability.

Ghazal Alagh, Co-founder and Chief Innovation Officer of Honasa Consumer Ltd., commented on this innovation, stating, “The lack of innovation in the personal wash category has posed a challenge, particularly given the increasing demand for natural, eco-friendly, and safer alternatives without compromising efficacy. With the launch of our lotion soaps, we aim to address the need for deeply cleansing yet moisturizing products. At Mamaearth, we remain committed to offering safe and toxin-free alternatives. With our entry into the personal wash category, we will continue to innovate and provide consumers with a wider range of toxin-free and safe options for their daily hygiene routine.”


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