With more consumers shifting towards conscious living, startups like Super Smelly, Plum, The Moms Co., and Mamaearth are betting high on eco-friendly products with zero toxins .The sector has attracted many investors- recently, Super Smelly– India’s first 100% toxin-free personal care brand for Gen Z, has raised undisclosed funding from from Singapore-based Lyte Investment Bank. Similarly, The Moms Co secured an investment of $1 million from DSG Consumer Partners, and Mamaearth has raised $4 million in Series A led by Stellaris Venture Partners, Fireside Ventures. Pureplay Skin Sciences (India) Pvt. Ltd, the parent company of Plum, has raised a Series A round from Unilever Ventures.
Seema, a 17-year-old student prefers natural products and uses Super Smelly’s toxin-free moisturizers and deodorants. Similarly, Jenny, a millennial mother has gifted her three years old daughter a Winter Essential kit from Mamaearth. Both of them choose to buy toxin-free and eco-friendly products that are made from natural ingredients.
The dramatic spike in air pollution has pushed consumers to a serious consideration when it comes to the eco-friendliness of the cosmetics. Giving a neck-to-neck to big names like Johnson & Johnson, HUL and Himalaya, companies like Super Smelly, Plum, The Moms Co., and Mamaearth are redefining the personal care sector while taking into account the concerns of urban millennials and Gen Z customers. As per a recent survey by Euromonitor, 67% of Indian consumers identify themselves as environmentally conscious preferring natural and recyclable products.