From New Parents to Natural Beauty Pioneers
In 2016, Varun Alagh, ex-McKinsey consultant, and his wife Ghazal Alagh, an early childhood educator, found themselves staring at a mountain of baby rashes and chemicals. As first-time parents, they were frustrated by the harsh ingredients in conventional baby care products—and alarmed by the lack of transparency in what went into them.
What began in their Mumbai apartment as a quest for a gentle, toxin-free lotion became Mamaearth—India’s first B Corporation in personal care, now valued at over $1.2 billion.
🗣️ “We didn’t set out to build a unicorn,” Varun recalls. “We set out to solve a very personal problem for our daughter.”
Building on Trust and Transparency
Rather than white-labeling generic formulations, the Alaghs partnered with top cosmetic chemists to develop proprietary, plant-derived blends. Their first product, Mamaearth’s Calendula Baby Cream, used calendula oil and zinc oxide to soothe and protect—no parabens, sulfates, or mineral oils.
Ghazal led ingredient research with the rigor of a scientist, vetting suppliers and demanding full-label disclosure. Varun, meanwhile, handled logistics, raising an initial ₹2 crore seed from friends and family to test their direct-to-consumer model on Amazon India.
Rapid Growth and Category Creation
Within a year, Mamaearth was not just a baby brand—it had expanded into skincare, haircare, and wellness:
- 2017: Launched the bestselling Skin Rescue Face Cream and Hair Fall Shampoo, tapping into millennials’ demand for clean beauty.
- 2018: Introduced Smart Kid Sunscreen, the country’s first pediatric SPF 50+ lotion—crafted to be tear-free and reef-friendly.
- 2019: Raised $12 million in Series A from Sequoia Capital India and Chiratae Ventures, fueling an omnichannel strategy.
By 2020, Mamaearth had 1 million+ monthly subscriptions, its own manufacturing facility in Uttarakhand, and distribution in 50,000+ stores nationwide.
Certified for Good: The B Corp Milestone
In 2021, Mamaearth earned B Corporation certification—joining just a handful of Indian companies globally recognized for social and environmental performance. The Alaghs committed to:
- Sustainably sourced ingredients
- Plastic-neutral packaging through their “Plant a Tree” initiative
- Women’s empowerment, hiring local female workforces at their factory
This certification wasn’t just a badge—it was proof of the couple’s ethos: profit with purpose.
From Lean Startup to Unicorn
Mamaearth’s funding journey reflects its disciplined growth:
- 2019: Series A ($12 M)
- 2020: Series B ($50 M) led by Stellaris Venture Partners
- 2021: Series C ($52 M) led by Sofina and Sistema Asia Capital
- 2022: Series D ($60 M), propelling valuation past $1 billion
Remarkably, the founders retained control, keeping Mamaearth’s vision aligned with its founding values.
Culture of Care, Inside and Out
At Mamaearth HQ, the Alaghs foster a culture mirroring their product philosophy:
- Flat teams empowered to experiment with new ingredient blends
- “Mom & Pop” forums, where employees share parenthood hacks and self-care tips
- Sustainability sprints, dedicating every quarter to reduce carbon footprint and plastic use
Ghazal chairs the R&D council; Varun hosts quarterly “Ask Me Anything” sessions to keep leadership accessible.
Key Milestones at a Glance
| Year | Milestone |
|---|---|
| 2016 | Mamaearth founded by Varun & Ghazal Alagh |
| 2017 | Expanded into skincare & haircare |
| 2019 | Series A funding; 500,000 subscriptions |
| 2020 | Own factory commissioned; 1 M+ subscriptions |
| 2021 | B Corp certification; Series C funding |
| 2022 | Series D; unicorn valuation achieved |
| 2025 | 10 million monthly users; 100,000 retail outlets |
Lessons from the Alaghs’ Journey
- Solve your own pain — Personal problems can reveal massive market gaps.
- Transparency builds trust — Full-label disclosure became Mamaearth’s signature.
- Purpose attracts community — Initiatives like “Plant a Tree” turned users into advocates.
- Control your core — In-house R&D and manufacturing ensure quality and margins.
- Scale responsibly — Profitability and impact can—and should—grow together.
The Legacy in the Making
From a desperate search for gentle baby creams to pioneering India’s natural beauty wave, Varun and Ghazal Alagh didn’t just found a company—they built a movement. Mamaearth stands today as proof that integrity, passion, and pragmatism can coalesce into a global-ready brand.
