Juicy Chemistry[How this startup is promoting personal care products in 2023]

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Juicy Chemistry is a toxin-free products making startup 

What is Juicy chemistry?

Juicy Chemistry was born of the founders’ relentless ability to question everything they knew about the world of beauty and personal care. Right from when they founded Juicy Chemistry back in 2014, they’ve completely transformed the landscape of organic and natural personal care, just by asking the right questions every step of the way. It’s because of this superpower of theirs that they’ve managed to put together a truly efficacious range of 100% organic and natural products.

The vision of the startup is “to create skincare, personal care, and hair care completely free of any sort of petrochemicals, artificial colors, preservatives, parabens, sulphates, and any GMO products and become a global brand for the same as an Indian representative.”

The mission is “to eliminate all kinds of toxins from skincare, personal care, and hair care.” 

Startup Juicy Chemistry
Website juicychemistry.com
Founded 2014
Headquarters Coimbatore, India
Products Skincare, Personal Care and

Hair Care Products

Revenue Model D2C,B2B

How did Juicy Chemistry start in 2014?

For Pritesh and Megha, it all started somewhat close to home. Megha had sensitive skin, which was prone to acne owing to PCOD, and for over a decade she struggled with trying to find the right fix for it. As a last resort, she tried going down the organic route.

One day, Pritesh and Megha were just about to purchase a few ‘organic’ products, when Pritesh noticed something that surprised him. He looked at the back of the pack and noticed that most of the ingredients were refined versions of raw materials found in the manufacturing of petroleum products.

Quick Overview

juicy chemistry overview 

Growth Rate

Over the years, Juicy Chemistry has developed 160 SKUs under 15 categories. In 2019, they raised US$650,000, followed by a 400% growth rate, post which another US$ 7 Million were raised for the company to become one of the largest raisers during the seed rounds back then.

Market Penetration

Juicy Chemistry primarily capitalized on the first mover’s advantage as back in 2014, the concept of clean, toxin-free, and natural products was not as spoken about as it is today.

Principal Products

  1. Skin Care: Cleansers, Toners, Gels, Creams, Serums, Facial Oils, Eye care, Lip care, Scrubs, Masks, Dusting powders.
  2. Personal Care: Lotions, Soaps, Body was, Body butter, Deodorant, Hand and Foot care.
  3. Hair Care: Oil, Serum, Mask, Shampoo, Conditioner, Leave-in serum, Dry shampoo

Juicy Chemistry has recently launched into the segment of aromatherapy with essential oils and is currently working on developing beeswax-based scented candles.

In 2023, Juicy Chemistry also became the first certified natural color cosmetics brand with 9 categories and 120 SKUs.

Area of Operations

This Coimbatore-based startup is predominantly operated via its website. It commenced its first flagship store in Coimbatore, Tamil Nadu. They have opened 4 more stores in Kochi, Chennai, Bangalore and Ahmedabad. They are available in 150 stores in store touch points like Health and Glow and Boutique cafes.

Revenue Model

Up until 2022, the revenue model was D2C for the company. Almost 80% of the revenue was generated via online websites and D2C channels. But in the past 6 months, with the company’s aggressive push into the offline channels, the B2B segment of the company is generating a revenue of 40% of the total for them.

juicy chemistry screenshot

Sales Turnover

Currently, this beauty-care company is doing a GMV of over INR 5Cr a month. The vision for the foreseeable future is to reach a GMV of 8CR a month, eventually helping the company to reach 100CR ARR by the end of 2024.

Juicy Chemistry Funding

In 2019 and 2021, they raised angel rounds of US$650,000 and US$ 7 million respectively. The former was invested in by Spring Marketing Capital. In the latter, Virlinvest was a series A investor and was joined by Purplle.


Some of their Indian competitors are Forest Essentials, The Body Shop, Kama Ayurveda etc.

Future Expansion Plans

The next locations on the plan are Mumbai, Delhi, Pune, and Hyderabad. The revenue model between online and offline is expected to be 50-50 in the next couple of quarters.

SWOT Analysis

The strength of the company is its product. The research, formulations, and materials used in developing the product are the USP for Juicy Chemistry. Another strength is that everything in the product is manufactured in-house.

The weakness is that the company has only now focused on offline business and scaling via marketing.

juicy chemistry Analysis

The opportunity is huge, especially in India and other Southeast Asian countries, given the population.

The threat is the brainwashing of competitive companies in the name of sustainability due to laws that are not too strict.

Founders Background

Megha Desai Asher has her BA in Criminology and Criminal Justice System and MA in Journalism and Mass Communication from Griffith University, Australia. She has worked with the Times of India Group in the past and is also a designer and stylist.

Pritesh Asher was involved in his family business of manufacturing petrochemicals.

Rewards and Recognition

1. Blood Orange and Rosehip Lip Balm won the ‘Best Lip Balm’ award at the Vogue Beauty Festival, in 2021.

2. Juicy Chemistry won the ‘Hair Mask’ award by the Winner’s Circle Harpers Bazaar Best of Beauty.

3. Plantain & Bamboo Charcoal Dry Shampoo won the ‘Best Dry Shampoo’ award at the Vogue Beauty Festival, 2022.


Is Juicy Chemistry an Indian brand?

Yes, juicy chemistry is an Indian Brand Based out at Coimbator, TamilNadu, India

Who is the owner of Juicy Chemistry?

Megha asher & Pritesh Asher are owners

Which country made juicy chemistry?

Coimbatore-Based Entrepreneurs from India


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