Juicy Chemistry funding
Direct-to-consumer personal care brand Juicy Chemistry on Thursday said it has raised funds from Spring Marketing Capital, as part of investment firm’s ‘Skin in the Game’ fund, that counts Verlinvest as an anchor investor. In March, the brand raised $6.3 million in a Series-A funding round led by Belgium-based investment firm Verlinvest.
The investment will be directed towards scaling the day-to-day operations of the company.
Juicy Chemistry, a Coimbatore-based organic skin and personal care brand founded in 2014 by husband-wife duo, Megha and Pritesh Asher. The brand retails natural & organic skincare products like cleansers, moisturizers, hair masques, baby massage oil, cold-pressed oils with face, body, aromatherapy, and kids’ products.
“The Spring leadership will help Juicy Chemistry in brand building with the strong experience they have gained from guiding and mentoring cutting-edge direct-to-consumer brands across categories and stages,” the brand said in a statement.
Raja Ganapathy, founding partner at Spring Capital said, “The founders at Juicy Chemistry have created a product range with rigor, research, and a strong sense of doing the right thing for the consumer. Not treating ‘natural’ and ‘organic’ as mere buzz words, they have ensured none of their products contain any synthetic additives or preservatives.”
Spring Marketing Capital, co-founded by former Sequoia India CMO Raja Ganapathy, former DDB Mudra Group chief executive officer Vineet Gupta, and former chairman of Lowe Lintas Arun Iyer—typically invests in consumer-facing start-ups. The investment firm focuses on building brand and marketing capabilities, working with partner brands by providing marketing interventions besides creating go-to-market strategies and building consumer propositions.
Direct-to-consumer brands have seen a significant boost in demand for the beauty and personal care segment, as consumers look to experiment with new make-up and personal care products.
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