WSL Desk
Homegrown beauty and personal care brand Just Herbs, owned by Marico Limited, is emerging as a frontrunner in the country’s evolving Ayurvedic Beauty (A-Beauty) segment, blending ancient traditions with modern formats to meet the changing demands of consumers, according to the brand.
Portfolio Across Skincare, Haircare, Makeup, and More
Founded in 2014, the digital-first brand offers a wide range of products across makeup, skincare, haircare, bath and body, and fragrances. Positioned as a bridge between ritual and performance, its formulations are based on naturally derived actives, free from harmful chemicals, and designed to deliver effective results suited to contemporary lifestyles.
“Tradition and innovation are no longer at odds, but in harmony,” said Akash Banerji, EVP and Head, Digital Transformation and Beauty & Styling Digital Business, Marico Limited. “The rising demand for authentic Ayurvedic solutions reflects a deeper shift towards mindful, purposeful beauty. Just Herbs is proud to contribute to this A-beauty movement, proving that ancient wisdom has always harboured such treasured ingredients which can deliver powerful, results-driven formulations for today’s conscious consumer.”
Products Driving the A-Beauty Movement
The company has introduced several products that have gained traction in the market. Its Rosemary Hair Oil, infused with 25 herbs and eight seed oils, comes in a patented dip-tube bottle designed for targeted scalp nourishment. The Anti-Hairfall Shampoo, featuring rosemary, amla, neem, hibiscus and other Ayurvedic ingredients, promises up to an eightfold reduction in hair fall from the first wash.
In skincare, the Deep Nourishing Range uses 24K gold and slow-churned ghee to provide 72-hour hydration through creams, serums, and body butters. In the makeup segment, the Herb-Enriched Ayurvedic Lipstick and Liquid Lipstick combine bold pigments with nourishing herbs such as ghee, sesame oil, coconut oil, ashwagandha and brahmi. The brand has also launched the Naynam Day Long Kohl Kajal, a smudge-proof, ophthalmologist-approved formulation enriched with almond oil and vitamin E.
Strong Consumer Connect Across Digital Platforms
With a growing community of loyal consumers across e-commerce, quick commerce, and its D2C platform, Just Herbs is setting benchmarks for culturally rooted yet future-ready beauty solutions. The brand was recently recognised as an ‘Insurgent Brand’ in the InsurgeX 2025 report by DSG and Bain & Company.
Just Herbs offers a line of Ayurvedic and results-driven beauty and personal care solutions made from the choicest of herbal ingredients sourced from across India.
