Honasa Consumer Ltd, the parent company of Mamaearth, is making bold moves in the
premium beauty space. The company has invested ₹10 crore for a minority stake in oral
care start-up FANG, marking its entry into the premium oral beauty segment. Honasa sees
oral care as the next frontier of premiumization within beauty, following strong growth trends
in skincare and haircare.

The omnichannel beauty and personal care company noted that the rise of quick commerce
has expanded access to smaller-ticket products, accelerating category adoption. CEO and
Co-founder Varun Alagh emphasized that oral aesthetics will become a core part of beauty
regimes over the next decade, with the segment projected to be a $700 million opportunity
by 2030.

Adding to its innovation pipeline, Honasa has also launched Luminéve, a prestige skincare
brand rooted in the science of the skin’s nocturnal repair cycle and circadian rhythm.
Focused exclusively on night-time skincare routines, Luminéve marks Honasa’s entry into
the high-end skincare category and is available exclusively on Nykaa.

Mamaearth, one of Honasa’s early digital-first brands, has returned to growth following last
year’s inventory correction. The turnaround was driven by a rising share of direct distributors
in offline retail, reinforcing Honasa’s omnichannel strategy and operational agility.