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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.

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#.

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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.