Mamaearth
Toxin-free skincare for the Indian family — onion shampoo, ubtan face wash, affordable, Nykaa-level ubiquitous.
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India's fastest-growing beauty IPO story. Huge on onion hair oil. Skincare is fine, not revolutionary, but hits the price-performance sweet spot.
Strengths
- + Very affordable
- + Pan-India ubiquity
- + Toxin-free positioning
Weaknesses
- − Marketing hype vs. formula
- − Simple formulations
- − Fragrance-heavy
The Mamaearth Story
Founded in 2016 in Gurugram by Varun and Ghazal Alagh. Listed on NSE in 2023 at a $3B valuation — India's first beauty IPO. Onion Hair Oil alone is reportedly sold every 3 seconds in India.
Shop Mamaearth by skin type
Curated picks from Mamaearth's lineup, ranked for each skin type.
All Mamaearth Products
12 products reviewed and rated.
Vitamin C Face Mask with Kaolin Clay
Mamaearth's brightening clay mask — and one of India's most-prescribed weekly treatments at the drugstore tier. The formulation is genuinely dual-action: kaolin and bentonite clays handle pore decongestion and sebum absorption, while magnesium ascorbyl phosphate (a stable vitamin C derivative) and mulberry extract handle brightening. Turmeric extract is the distinctly Indian inclusion — it appears in nearly every Indian wedding skincare ritual for its anti-inflammatory and tone-evening properties. A low dose of glycolic acid adds gentle resurfacing, niacinamide regulates sebum, and hyaluronic acid offsets the drying action of the clays. Free from parabens, mineral oils, and toxins. Mamaearth was founded in 2016 by Varun and Ghazal Alagh, went public via Honasa Consumer in 2023, and is one of India's most successful D2C beauty brands. At ₹499 (~$6) for 100g, generous and clinically tested.
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