Lotus Herbals has invested $200,000 in Better Beauty, a personal care and cosmetic start-up, co-founded by actor and celebrity influencer Anita Hassanandani. The direct-to-consumer (D2C) company was launched in May 2022 at clean beauty pop-op, Vanity Wagon's Mix It Up.
Naina Ruhail, co-founder of Better Beauty said that the brand will focus on expanding its product catalogue, marketing budgets and increasing its offline presence across the country. This will also enable it to penetrate deeper markets, create and formulate some pathbreaking products, she added.
Hassanandani said, "Consumers today are looking beyond marketing claims and are seeking efficacy-based skincare products. My journey in the entertainment industry has been a lot about connecting with my viewers and that is also my vision with Better Beauty. My team at the company works with highly effective ingredients to create personal care products for environmentally conscious consumers”.
Talking about his company's new investment, Nitin Passi, chairman and managing director of Lotus Herbals, said that Better Beauty is a luxurious, sustainable and honestly crafted skincare brand. It is also on a mission to deliver clean and conscious beauty products.
The Indian clean beauty sector has witnessed a spree of investment this year, according to Inc42. Only a week ago, the clean beauty marketplace Vanity Wagon also raised around $2 million in a pre-Series A funding, which was co-led by Lotus Herbals. Earlier this year, Lotus Herbals also acquired 25 per cent stake in clean beauty start-up, Conscious Chemist. Another clean beauty start-up mCaffeine also bagged over $31 million from Paragon Partners, Singularity Growth Opportunities Fund and others earlier this year.