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Context is everything.
Detailed stories on technology startups, business and economic current affairs.
Detailed stories on technology startups, business and economic current affairs.
Launched in 2016, Mamaearth positioned itself as a non-toxic, safe brand built by parents, for parents. But over time, the company seems to have become more focused on marketing and optics than the products it offers.
Personal care brand Mamaearth’s products have come under fire after a social media influencer called them out, alleging they are practically useless. The influencer’s post created such a wave that even Ghazal Alagh, the company’s co-founder, was forced to respond.
On Sunday, the influencer—who goes by Aditi or @Sassy_Soul_on X (formerly Twitter)—shared a post with photos of Mamaearth’s products, saying: “If you see these products anywhere, immediately pick them up, throw them in the dustbin, and run away.”
Soon, Alagh responded, calling it another hate-fuelled trend on X. She added that Mamaearth’s quality is a “personal guarantee”.
But the …
Back-to-back strong quarters have reset expectations for the beauty and personal care company. Has the Mamaearth parent truly left its troubled past behind?
The hydration and energy supplements brand has cracked a niche and scaled fast. The harder task now is sustaining growth as the market matures.
The beauty and personal care company has beaten its own margin target and posted standout volume growth. But with the action shifting beyond flagship Mamaearth, the durability of its momentum remains unproven.
