Mamaearth Starts a ‘Goodness Revolution’ with the Promise of #GoodnessInside

In its latest brand campaign, Mamaearth, a toxin-free personal care startup, announced its brand purpose as “Goodness Inside”. 

Goodness starts with the small things that each one of us can do every day! It resides in the little choices we can make in our daily lives. Mamaearth’s latest video brings forth this idea of ‘Goodness is a Choice’ to its consumers. It is a digital and social media led campaign with the key message that goodness isn’t a superpower or a special gift. It is simply a choice that you make every day, just like the choices that Mamaearth makes in its products and as a brand.

In 2016, Mamaearth came into being with the same philosophy. The brand has always chosen goodness in their products by using only the best of nature and not using any harmful chemicals or toxins in their products. Their philosophy of being animal cruelty free (PETA certified) and plastic positive, further adds to the goodness in the brand. Mamaearth recognises that millennial consumers have the same belief system. 

Mamaearth is Asia’s first brand with products that have Madesafe certification. It offers 100% toxin-free baby care, skincare, and hair care products, made from the best of nature. Started with six products in the baby care range, Mamaearth has now diversified into skin and hair care products for men and women across 100+ SKUs. Their growth story is fuelled by the "Generation good" – millenials who identify with the brand purpose.

“Millennials want to do good and steer their families into a better tomorrow. That’s why we call this generation as ‘Generation Good’.  At Mamaearth, we share the same values and moral compass as Gen Good. Our new tagline ‘Goodness Inside’ is a promise that we will do what is right for our consumers and for Mother Earth by staying loyal to our product roots of toxin free purity and natural goodness.” Said Ghazal Alagh, Co-Founder and Chief Mum at MamaEarth.

The brand purpose of Goodness Inside comes from what Mamaearth has stood for all along since its inception. It is also an environmentally conscious brand working towards the conservation of Mother Earth for future generations by recycling more plastic than they use. Their toxin-free products promise purity and natural goodness which is better not just for people but for the planet as well.

Commenting on the ‘Goodness Inside’ campaign, VS Kannan Sitaram, Venture Partner at Fireside Ventures said “We at Fireside firmly believe that great brands serve a larger purpose beyond delivering product benefits. Mamaearth is an outstanding example of a brand that lives its purpose in an admirable manner. Its values resonate strongly with its consumers and creates a loyal, growing community of consumers. With this firm anchoring, Mamaearth is set to grow multifold."

In its 4 years of existence, Mamaearth has stood by the promise of honesty and goodness in everything they do. In the wake of the COVID-19 pandemic, Mamaearth decided not to profit from the situation by selling sanitizers. Instead, they distributed 50,000 sanitizers to people in need through 2500+ Goodness Ambassadors across the country. Recently, they’ve also distributed cotton reusable face masks with smiles printed on them, through these Goodness Ambassadors.