Embracing the Ascendancy of A-Beauty, Just Herbs Leads the Way in India's Changing Beauty Industry
Just Herbs, a homegrown beauty and personal care digital-first brand owned by Marico Limited, is making waves in the industry by contributing to the 'A-beauty' movement. The brand, founded in 2014, has a mission to create holistic beauty solutions that are safe and effective, blending Ayurvedic wisdom and modern beauty tenets through naturally occurring actives to deliver performance.
Just Herbs offers a diverse selection of products, including makeup, skincare, haircare, bath & body, and fragrances. Their range is designed for today's fast-paced lifestyle and presented in innovative formats. For instance, their Rosemary Hair Oil, formulated with 25 herbs and 8-seed oils, comes in an innovative, patented dip-tube technology bottle, delivering targeted scalp nourishment to help reduce hair breakage and promote growth.
The brand's products are rooted in well-being and free from harmful chemicals. Akash Banerji, EVP & Head, Digital Transformation and Beauty & Styling Digital Business at Marico Limited, commented on Just Herbs' role in the A-beauty movement, stating, "Just Herbs is redefining Ayurvedic Beauty by blending traditional Ayurveda with modern beauty demands."
Just Herbs' Deep Nourishing Range includes a soufflé cream, body butter, night treatment cream, face serum, enriched with 24K gold and slow-churned ghee for 72-hour hydration and nourishment. The brand also offers products like the Naynam Day Long Kohl Kajal, which is smudge-proof, water-resistant, ophthalmologist approved, and infused with sweet almond oil and vitamin E for soothing eye care without compromising on bold impact.
Just Herbs' Anti-Hairfall Shampoo with Rosemary & Amla reduces hair fall by 8X from the first wash, strengthens roots, and gently cleanses without stripping away natural oils. Their Herb-Enriched Liquid Lipstick is weight-less, rich in ashwagandha, shatavari, brahmi, and coconut oil for nourished lips even with bold, pigmented colors. The Herb-Enriched Ayurvedic Lipstick is creamy matte, delivers vibrant, long-lasting color, and is enriched with ghee and sesame oil for hydration, healing, and nourishment.
Just Herbs' commitment to delivering safe, sensorial, and potent formulations has not gone unnoticed. The brand was recently recognized as an 'Insurgent Brand' by DSG and Bain & Company in their 'InsurgeX' report, 2025. Just Herbs continues to lead the evolution of beauty, setting new benchmarks for culturally rooted and future-forward beauty, with a growing portfolio and a deeply loyal community spanning across e-commerce, quick commerce, and the D2C website.
The rising demand for authentic Ayurvedic solutions reflects a deeper shift towards mindful, purposeful beauty. Just Herbs, with its innovative products and commitment to Ayurvedic wisdom, is undoubtedly playing a significant role in this shift. The brand offers a range of curated combo packs to suit every need, allowing customers to experience the benefits of Ayurvedic beauty in a convenient and affordable way.
In conclusion, Just Herbs is a trailblazer in the A-beauty movement, transforming heritage ingredients into everyday essentials while maintaining the principles of Ayurveda. With their commitment to quality, innovation, and customer satisfaction, Just Herbs is truly redefining the future of beauty.
