Beauty is clean: local, city-based organic brands see growth


Chennai: As Shobana Navaneethan mixed a little blue food coloring and almond oil into her oat bran, she knew it all depended on absolute precision. His “dish of the day” had to be the perfect blend of all-natural food. And, it had to be tasteful. After all, it was a vegan eye shadow she was making… I’m sorry, you thought we were talking about breakfast?
Shobana launched a few months ago Blush Bee Beauty, a line of “clean beauty” cosmetics. It is one of many organic makeup brands that are considering the $ 747.3 million natural cosmetics segment in India. The segment, which covers cosmetics for the face, eyes and nails made entirely or partially from natural ingredients, is expected to grow by 5% per year over the next five years, according to a report from the firm of Statista market research. Globally, the clean beauty market is expected to reach over $ 54 billion by 2027.
“Blush Bee started out as a home-based business,” says Shobana, a chartered accountant based in Chennai. “I didn’t want to get chemicals on my face so I started making lipsticks for myself and then for my friends and family.” This year, with several manufacturing units and certifications in place, Shobana and her husband Navaneethan, who left his job with the company, “plan to enter the funding zone in a few months.” “We are currently short of efforts, but we are already submitting offers from investors who have seen the potential of this segment of the cosmetics industry,” she said.
Earlier this month, Shweta and Darshana, both based in Chennai, launched Aardae (“land” in Dutch) online as well as a store in Singapore, to focus on India’s own beauty products. “The natural cosmetics market is growing 3 times after Covid with people looking for organic and chemical-free products. Several of the Indian brands we are featuring have been successful in raising funds. Some of them have been around for a decade but are falling apart. are doing well now and are up to international standards, ”says Shweta.
“The idea is to expand into the ASEAN and GCC market within the next year,” says Darshana, who adds that they have 39 internationally certified brands on their site.
Chennai-based Suganthshree S, the founder of NanoAuVeda, has just launched gold-enriched skin care products that use nanotechnology to improve skin penetration. “Our products are rooted in Ayurveda but backed by science,” she says. “Over the past decade, there has been a shift towards natural products, even more so after the pandemic. People have realized the value of local sourcing and natural products for personal care.”
Coimbatore-based Juicy Chemistry, which Pritesh and Megha Desai Asher launched in 2014 with 5,000 rupees, saw its first round of funding of $ 650,000 in 2019. Today it offers more than 100 skin care products. skin, is growing globally and plans to launch an all-natural line. cosmetics soon. “Each of our products is certified to be synthetic free. We work with farmers in over 20 countries to create products with powerful organic ingredients,” explains Pritesh.
In March, Juicy Chemistry reached a turnover of Rs 25 crore and received funding from global investor Verlinvest, whose Indian portfolio includes brands such as BYJU’S, Sula Vineyards and Epigamia.
Obviously, the all-natural gold rush is just beginning.



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