‘Expand our horizons’: India’s Juicy Chemistry targets US, European and domestic expansion following funding boost

Juicy Chemistry was founded in 2014 and offers Ecocert certified organic waterless products. In addition to its home market, the products are available in markets such as Australia, South Africa and France.

After the successful round of funding led by Belgium-based investment firm Verlinvest, the company is aiming to rapidly scale up its business.

“It is an incredibly exciting time for us. The investment will enable Juicy Chemistry to further strengthen its position as a leader in the clean and organic beauty segment,” ​said co-Founder and CEO Pritesh Asher.

“We are keen to leverage this capital for the rapid expansion of Juicy Chemistry’s thriving e-commerce platform and omnichannel distribution capabilities, to reach new and existing geographies, to hire talent, for brand building and to cater to the increasing demand for products both domestically and in the international market.”​

Global potential

One area of focus for the firm is reinforcing its international presence, where it believes it can fill a gap in the clean beauty space for its wide range of certified organic products.

“Internationally, we are planning to scale up in the European markets, in the US as well via Amazon. As we already have based a firm ground in Australia, we are looking to expand our horizons in those markets as well. Besides these, we are also looking to expand in the GCC markets,”​ said Megha Asher, co-founder and COO of Juicy Chemistry.

At the same time, the firm sees expansion potential in its home market, where it generates a majority of its sales through its official website.

Asher told CosmeticsDesign-Asia ​that the firm is aiming to scale up its presence on third-party e-commerce platforms such as Nykaa, Amazon, and Vanity Wagon.

It is also planning to expand into the offline retail market with a standalone store and retail counters. Asher expects that consumers will be able to shop Juicy Chemistry in-store by early 2022.

As a bootstrapped company, the brand previously did not have enough resources to conduct more widespread online marketing campaigns.

With the funding, the firm also intends to ramp up digital marketing, which was instrumental in the brands success​ last year during the COVID-19 lockdown periods in India.

“So far, all our marketing efforts have been angled towards [our official website] However, we are now looking to expand those efforts and invest in other e-commerce platforms as well by advertising on those platforms as well,” ​said Asher.

More products in the works

In addition to market expansion, the company is also working on new product development, noting

“The hunt is always on to find an alternative [organic] solution. There are a lot of segments that we haven’t even explored yet like organic make-up, organic hair colour... These are all the segments that we are looking to explore at Juicy Chemistry,”​ said Asher.

She teased that the company would be introducing new SKUs into the market soon. “This year we have exciting products lined up. It will take a couple of months before we introduce these products to the market. At the present stage, they are all in the R&D phase.”​