Cruelty-free Botanic Hearth cultivates natural personal care e-commerce activity across India
27 Nov 2023 --- US-based Botanic Hearth, a subsidiary of Mensa Brand Technologies, enters the Indian market with the launch of its e-commerce platform. The cosmeceutical brand introduces a range of cruelty-free, 100% natural and high-quality personal care products, without “nasty chemicals,” to a US$15 billion personal care and hygiene market.
With the slogan “built in America, bottles for you,” the brand offers various personal care products featuring powerful plants. Notable developments include the Rosemary Mint Shampoo, Oat & Niacinamide Face Wash, Neem, Cica & Salicylic Acid Face Wash and Korean Ginseng & Biotin Shampoo.
Invest India finds that skin care, hair care and bath and shower products have the largest market size within the local beauty and personal care segment.
“The Indian beauty, personal care and hygiene space have matured and expanded significantly in the last few years due to an increase in e-commerce adoption, customization and last-mile access to consumers in tier 2 and 3 cities,” states the organization.
Meta supports these findings, noting that 92% of Indians discover new brands on Meta platforms, especially on Instagram Reels.
Innova Market Insights’ data indicates a rising popularity of paraben-free products, with Asia falling at 22%, led by Europe and the US/Canada at 30% (2018 to 2022). Also, while Europe leads in natural beauty product launches, Asia follows closely at 18% (Q4 2021 to Q3/2022).
Additionally, the market researcher’s data suggests cosmetic launches with Botanical/Herbal claims are increasing globally, featuring a 34% average annual growth from April 2018 to March 2023.
NARS Cosmetics at Shoppers Stop at Ambience Mall, Vasant Kunj, New Delhi.
Tapping into the expansion
Invest India believes the country’s personal care and hygiene market is forecasted to reach US$17.34 billion in 2026.
Kearney and LuxAsia touting Southeast Asia and India as the next “gold rush,” specifically in luxury beauty, reaching a market potential of US$7.6 billion by 2026, with a projected 11% CAGR between 2021 and 2031. This growth is expected to continue, with the market size almost tripling in ten years.
As a result, the industry is picking up on the growth potential, bringing investments and expansions.
This month, Sephora partnered with Reliance Beauty & Personal Care Limited, a subsidiary of Reliance Retail Ventures Limited, to boost its presence in India’s prestige beauty sector.
Baccarose, the India partner of the Japanese beauty brand Shiseido, opened the company’s first standalone boutique store in Mumbai, India. Meanwhile, NARS Cosmetics launched in India this October.
By Venya Patel
