the company is “radically transforming the chemistry of beauty"
The much-loved organic cosmetics company, Juice Beauty, has now launched in India.
It will mainly be launched by the Gurgaon-based company, House of Beauty, in the coming days.
House of Beauty was responsible for successfully launching beauty tech-retailer Boddess across the country in 2020.
However, the launch of the brand, which was founded by American businesswoman Karen Behnke in 2005, will also be done through other online platforms based in India.
Behnke first decided to set up Juice Beauty after she began taking a keen interest in personal care products while pregnant with her first child at the age of 40.
As she began experiencing hormonal changes and seeing lines appear on her skin, she set out on a mission to find healthy skincare solutions that delivered visible results.
After being unsuccessful in her search, the businesswoman was surprised to discover that although the skin can absorb whatever is placed on it, very few products available at the time were able to do so adequately.
So instead Behnke decided to create luxurious products through organic formulas which performed better than the conventional products already on the market.
Years after her second child was born, she decided to buy the name Juice Beauty in order to create a meaningful change within the health and beauty industry.
The businesswoman said that she refers to Juice Beauty as a ‘Farm to Beauty Initiative,’ putting a twist on ‘Farm to Fork’ which aims to make food systems fairer, healthier and more environmentally friendly.
Behnke added that the company is “radically transforming the chemistry of beauty by providing clinically validated, authentically organic beauty products, Juice Beauty continually challenges the status quo”.
It comes after House of Beauty launched American celebrity makeup brand Anastasia Beverly Hills in India in August 2020.
Juice Beauty is now set to join the 75 brands already listed on the platform.
House of Beauty founder Ritika Sharma said that the shift in customer buying behaviour as a result of the coronavirus pandemic has meant that Indians are now on the lookout for products that work on a holistic level.
She added that this has created a significant increase in demand for “clean and waterless beauty”.
The beauty sector is currently a key industry in India, with a market value of more than $11 billion as of 2020, according to Euromonitor International.
While the natural cosmetics sector, in particular, is relatively small at the moment and currently worth £6m, it is expected to rise annually by 7.83% within the next four years, according to Statista.