Mamaearth has announced its entry into the personal wash category with the launch of Mamaearth moisturising lotion soaps. As per the company, the brand’s expansion into this segment marks a milestone in its mission to provide safe, effective and toxin-free goodness for consumers across the country. Additionally, the products have made-safe certification in a non-drying formula.
Ghazal Alagh, co-founder and chief innovation officer, Honasa Consumer, said, “The lack of innovation in the personal wash category has been a challenge for the category particularly given the constant demand for natural, eco-friendly and safer alternatives, without compromising on the efficacy. This presented an interesting challenge for us, and we began our quest to solve this problem. With the launch of our lotion soaps, we are solving the need for a soap that deeply cleanses and does not dry the skin, instead providing moisturisation as well. At Mamaearth, we are committed to offering safe and toxin-free alternatives, and with the entry into the personal wash category, we will continue working on innovative formats to disrupt this category and provide consumers with a wider selection of toxin-free and safe options for their daily hygiene routine.”
Moreover, the new range of moisturising lotion soaps are an amalgamation of deep cleansing along with the power of a moisturising lotion and are available in four variants – Ubtan, Vitamin C, Multani Mitti and Neem.
The brand has also claimed that the personal wash products are packaged in recyclable materials, further reducing its environmental footprint, and contributing to a cleaner, greener future. Furthermore, the new range is available for purchase online and at select retail outlets across India.