Getting its skin in the game

HONASA IS BETTING ON THE DERMACO AND DR SHETH'S TO HELP IT REACH THE ₹5,000-CRORE REVENUE MARK BY THE END OF THIS DECADE

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WHILE MAMAEARTH HAS undoubtedly been the company's flagship and bestselling brand contributing more than 67% to its revenues, the 2,000-crore Honasa Consumer is now doubling down on two of its fastest-growing brands, The Derma Co and Dr Sheth's. The company has been sharpening its positioning and marketing strategy for these two brands, co-founder and CEO of Honasa Consumer Varun Alagh said in a recent interview.

The Derma Co, which was set up in 2020 reached the 500-crore revenue mark in FY25, while Dr Sheth's, acquired by Honasa in 2022, reached 150 crore, with both brands growing at over 30% annually."Tech and data have been pivotal to the growth of these brands. They have helped communicate with consumer cohorts in a targeted manner with messages customised for them," said Alagh. The products from these are also differentiated, catering to an evolved consumer base seeking.

Each brand addresses certain gaps in India's growing $21-billion beauty and personal care (BPC) market. "Our existing Mamaearth consumers may want a natural Ubtan face wash for daily use, but may want another product for a sudden acne breakout or a hydrating sunscreen when travelling. The Derma Co's core proposition is science-backed skincare, while Dr Sheth's offers science and Ayurveda-backed formulations," states Alagh.