Naturals Salon enters D2C skincare market with Smriti Mandhana as brand ambassador

With Smriti Mandhana as the face of this initiative, the launch is slated for May 2024.

Naturals Salon, India’s leading unisex salon chain owned by Groom India, has signed cricketer, Smriti Mandhana, as the brand ambassador for its upcoming D2C skincare product line.

The launch is slated for May 2024 and marks Naturals’ first foray into the direct-to-consumer market.

This expansion signifies a significant step in Naturals’ evolution. By offering a personalized beauty experience through a curated range of premium skincare products, Groom India aims to cater to the evolving needs and preferences of its customers. 

With Mandhana, a symbol of empowerment and confidence, as the face of this initiative, Naturals seeks to redefine beauty standards and encourage self-expression.

CK Kumaravel, Co-Founder and CEO, Naturals Salon, said, “ I am thrilled to announce that Smriti Mandhana, the winning captain of RCB, the champion of WPL, will be leading our charge as we embark on our ‘transformation’ journey. Our venture into the skin care products realm signifies a pivotal stride towards our forthcoming era of portfolio growth. In May 2024, we eagerly anticipate unveiling our visionary business strategy alongside the esteemed presence of Smriti Mandhana, presenting our product brand to the world with newfound vigour and purpose.”

Commenting on the occasion, Veena Kumaravel, Co-Founder, Naturals Salons, said, “We are thrilled to add Smriti Mandhana to the Naturals family as our brand ambassador. Her remarkable journey and unwavering spirit resonate deeply with our values, and we are excited to collaborate with her to inspire confidence and self-expression in individuals across the country. Her remarkable journey as a cricketer and role model resonates deeply with Naturals audience, reinforcing the message of self-belief, perseverance, and triumph over adversity.”

Adding to this, Smriti Mandhana, said, “I am honoured to be associated with Naturals, a brand that shares my passion for empowering individuals and celebrating diversity. As someone who believes in the power of authenticity and self-expression, I am excited to embark on this journey with Naturals skin care beauty products and inspire individuals to embrace their natural beauty.”

Naturals, established in 2000, has grown to become India’s No.1 unisex hair and beauty salon chain. The brand boasts a robust network of over 680 salons across the country. Naturals played a pioneering role in the Indian hair and beauty care industry by introducing the concept of unisex salons. 

Groom India Salon & Spa Private Limited operates these salons, offering a comprehensive range of services including hair cutting, washing, skin care, spa treatments, and more. Additionally, Groom India carries a selection of beauty products such as body sorbet, face scrubs, and sunscreen. 

Smriti Mandhana, who recently won the Women’s Premier League (WPL) with Royal Challengers Bengaluru (RCB), joins the Naturals team following an ad campaign for the Indian multi-gaming platform, A23.

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