In the recent decade, the cosmetics sector has seen a steady increase, as individuals become more concerned about their well-being with each passing day. The changing trend has also attracted several new participants to the market; the cosmetics industry is congested, but a few companies have managed to get to the top and establish a reputation for themselves. One such prominent company is Mamaearth, the company that produces organic products made in a natural way with natural components that are devoid of toxins and other contaminants 

Mamaearth's journey began in September 2016, when Ghazal Alagh and Varun Alagh founded the company. Mamaearth is headquartered in Gurugram. Mamaearth has established itself as a viable cosmetics brand with the American Made Safe Certification, the first nontoxic mark for products currently in use.

The origin of Mamaearth came from a feeling of love and care, When Ghazal and Varun Alagh found out they were expecting a child, they wanted to make sure they could do everything they could to keep their child safe. Like any other concerned parent, the two searched the internet for do's and don'ts for their child, as well as things to pamper their bundle of joy. 

However, when they saw the results, they were taken aback.

No product that matched the safety standards was available in the market. Every product they came across included chemicals that were hazardous to their baby. The duo was left unsatisfied.

Varun and Ghazal began ordering products from the United States after becoming parents, owing to the higher quality standards of the products available there, but this proved to be a costly and inconvenient arrangement.

They couldn't stop themselves from studying baby care goods because the situation was bugging them.

The couple launched the brand in Gurugram in 2016 under the parent company Honasa Consumer Pvt Ltd, using the best available ingredients – natural, plant-based, or manmade – that are both certified safe and effective.

Varun adds that the ingredients are sourced from the best suppliers across the world that are ISO, GMP, and Non-GMO certified.

Mamaearth is Asia's first toxin-free brand to receive the MadeSafe certification in under four years. The organization strives to reduce parental stress and is always developing and innovating to make the world a safer place for both babies and their parents.

Mamaearth began with six baby care items and has since expanded to include 80 SKUs of skin and hair care products for men and women, as well as goods made specifically for pregnant women. Over 1.5 million customers in over 500 cities across India have been served by the organization.

Mamaearth is one of India's fastest-growing brands, with a turnover of Rs 100 crore in only four years. Varun believes there was a deep emotional parent-to-parent connection when it came to this feat and how the two made it happen.

Mamaearth focuses on newborns and others with an exclusive product line that includes over 80 natural products for baby care, hair care, skincare, and more. Mamaearth has created some of the most creative products, including India's first bamboo-based baby wipes, an easy stomach roll-on with hing and fennel for colic and digestive relief, and a 100 percent natural plant-based toothpaste for children aged 0 to 10. It also sells skin and hair care products made with natural substances like onion, ubtan, tea tree, vitamin C, argan, coco, and charcoal.

It now offers a variety of items for both babies and their mothers, ranging from sunscreen to stretch mark removal serum. It covers every facet of motherhood. Their onion line of items for mothers is a popular favorite.

Reels, images, and Instagram live sessions are all the rage in the trendy world of social media marketing these days, and social media influencers have a good hold on honing this skill. As a result, hiring them to endorse one's goods is an excellent tactic.

Shilpa Shetty Kundra is a shining example of a celebrity who has put a significant amount of money into the company's growth. Mamaearth not only works with social media influencers but also with almost 500 or more bloggers to distribute its content. Blogs and brief articles are more appealing to the general public than scholarly publications. This aids in the company's ability to maintain and grow its internet presence.

When an influencer supports a brand like Mamaearth, the content spreads around their local region in an overhyped tone because the major goal of such influencers is to have an impact on the people around them. They inform and educate their followers about firms like Mamaearth's lab-tested goods and clinically proven results.

Shilpa Shetty Kundra has become a brand ambassador and investor for the company, which has accelerated and expedited the company's growth and progress to unprecedented levels. Shilpa has a fantastic media presence and a strong online presence across all social media platforms, and she has utilized, engaged, and executed all of the resources available to her to promote the business she believes in.