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July 27, 2021

Verlinvest funding to boost Indian D2C personal care brand Juicy Chemistry’s presence

Juicy Chemistry, a direct-to-consumer (D2C) brand selling personal care products, raised US$6.3 million in funding from Belgium-based investment firm Verlinvest. Juicy Chemistry, which was launched in 2014 by Indian entrepreneurs, Megha and Pritesh Asher, produces organic, vegan, and cruelty-free personal care products.

By GlobalData Consumer

Juicy Chemistry , a direct-to-consumer (D2C) brand selling personal care products, raised US$6.3 million in funding from Belgium-based investment firm Verlinvest . Juicy Chemistry , which was launched in 2014 by Indian entrepreneurs, Megha and Pritesh Asher, produces organic, vegan, and cruelty-free personal care products.

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Juicy Chemistry claims to be freshly made with all-natural ingredients so as to appeal to increasingly ingredient-conscious consumers. It claims to be India’s first skin and hair care range to be certified organic by Ecocert (France) in accordance with COSMOS V3 standard. Ecocert is a leading global certification agency that propagates organic guidelines and regulations right from soil to shelf. The certification covers all aspects like ingredient sourcing, processing, manufacturing, packaging, and labelling during the audit process.

Indian consumers are increasingly concerned about the impact of chemicals in cosmetics and toiletries formulations on their health. This correlates with a recent GlobalData consumer survey (Q1-2021), which found that the product or service choices of 66% of Indian consumers are often or always influenced by how a product impacts their health and wellbeing+. Juicy Chemistry ’s products claim to be dermatologically tested and free from GMO, petrochemicals, and sulphate, which will appeal to consumers seeking natural and skin-friendly beauty products.

Juicy Chemistry products are also claimed to be vegan and cruelty-free. Additionally, the company encourages recycling through its Recycle & Reward Program, wherein consumers can avail discounts for returning the product packaging. This will appeal to the 47% Indian consumers who agree that environmentally-friendly packaging is an essential and decisive factor in their choice of product+.

The founders opted to make Juicy Chemistry an online brand eyeing the nascent, albeit fast-growing Indian e-commerce market, driven by a large base of tech-savvy youth. By confining people to their homes, the COVID-19 pandemic rapidly expanded the customer base for the e-commerce channel, as substantiated by a GlobalData Q2 2021 survey, wherein 20% of Indian respondents started buying non-grocery products online during the second quarter of 2021, while 26% are doing so more frequently, and 31% have continued to do this#.

Juicy Chemistry recognizes the potential for the Indian D2C market, and the importance of a strong digital marketing strategy. Verlinvest is engaging in the strategic partnership to help Juicy Chemistry in all aspects of marketing including social media

communications, brand image, tonality, website, UX UI, and customer journey mapping. The capital infusion will also help the start-up increase its production capabilities and expand domestically and to international markets.

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How attractive are current investment opportunities in Europe?

Europe has been identified as one of the most favorable regions for investors, seeing high investment activity in the past year. Most of these investments have been through Debt Offering, valued at close to $700 billion. The region has provided attractive investments in a diverse set of companies. Companies who tend to major themes such Digital Media, Cloud, Artificial Intelligence, E-commerce, and Big Data are recording the highest number of deals, with Digital Media recording close to 2,000 deals. However, GlobalData’s whitepaper offers a full view of the market, analyzing less successful or attractive points of investment as well, examining statistics on Equity Offering investments and PE/VC deals. Understand how government agencies for economies around the world use GlobalData Explorer to:  
  • Track the M&A and Capital Raising volumes into their target market
  • Identify the top sectors in the target market attracting the investments
  • For any investment segment, identify the top Investors inside and outside the target economy that are already investing in the Segment
  • Assess and showcase the growth potential for various Industries in the target economy
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.