Asia’s first made safe certified brand, Mamaearth, enters the UAE market


Mamaearth, Asia’s first MADE SAFE-certified brand which offers 100 per cent toxin-free and natural skin care, hair care and baby care products, announced its entry into the UAE market. The fastest growing Indian personal care brand is expanding across geographies and is now coming to the UAE market, where the demand for good quality products with natural ingredients is growing. 

Founded by husband and wife duo, Varun Alagh and Ghazal Alagh, the brand has been trusted by over 2.5 million consumers across 500 cities. Started as a baby care brand for millennial parents, the brand diversified into skin care and hair care categories. With over 120 products in their portfolio crafted with the goodness of natural ingredients like Onion, Turmeric and Vitamin C; some products are market leaders in their categories already. 

With innovation at heart, Mamaearth is a brand that rides on the principles of Honesty, Natural and Safety and believes that goodness starts with the small things that each one of us choose every day! It resides in the little choices we can make in our daily lives. The brand added goodness inside their products by being animal cruelty free, toxin free and plastic positive. With their latest initiative ‘Plant Goodness’ the brand has chosen goodness for the environment as well. In this quest, the brand will link every order made on their website to a tree they plant.

Commenting on this expansion, Varun Alagh, Co-Founder and CEO, Honasa Consumer Pvt. Ltd. said; “We have been able to create a pool of 2.5 million happy consumers in India and want to take the goodness of our toxin free products to other markets as well. We are excited to collaborate with Radiant Splendorous Mothers International for distribution and sales in the UAE market. We are confident that this partnership will help further the brands philosophy of goodness inside across borders.”  

Manju Choudhary, Managing Director of Radiant Splendorous Mothers (RSM) International and distributor for Mamaearth in the Middle East & Africa (MEA) region, said, “We are excited to bring one of the leading personal care brands of India to the UAE and cater to the millennial need of toxin free natural products. Mamaearth’s innovative product portfolio has been developed based on the understanding of the consumer needs and answering them with world-class toxic-free solutions.”

Mamaearth products will soon be available across various supermarkets in the UAE, and all products can be purchased directly from the brand’s website as well. The brand has several quality assurance certifications, including one from the Emirates Authority for Standardization and Metrology (ESMA). All products are also ‘Cruelty Free’ certified by the People for Ethical Treatment of Animals (PETA) as the company does not conduct nor commission any product testing on animals.

“From a mother’s perspective, the health of my family is always on top of my priorities. This is what gives me confidence and assurance in bringing Mamaearth products to the UAE, which represents a key international market that we feel will have a strong impact on our brand,” concluded Choudhary.

About Mamaearth:

Founded by husband-wife duo Ghazal Alagh and Varun Alagh, Mamaearth is Asia’s first brand with Made safe certified products that offer 100% toxin-free & natural baby care, skincare, and hair care products. Driven by innovation and using the best of science and nature, the brand caters to all personal care needs of young, aspirational and increasingly conscious consumers.  

With a product portfolio of 120+ products packed with goodness inside, the brand will be available across various supermarkets, baby care stores in the UAE, and all products can be purchased directly from the brand’s website