Mamaearth

Mamaearth is a Gurugram-based direct-to-consumer skincare brand founded in 2016 by Varun and Ghazal Alagh under Honasa Consumer Ltd, publicly listed on the NSE and BSE in 2023. The brand markets products as 'toxin-free' and holds MADE SAFE certification, which excludes a defined list of harmful chemicals. Formulations blend traditional Indian botanicals with modern actives. The pattern across the range reviewed is consistent: full INCI is publicly available, MADE SAFE certification is genuine, but no published test reports for claims are accessible, active concentrations are not disclosed, and most leave-on products contain Parfum (undisclosed fragrance blend) - a recurring transparency gap that sits awkwardly alongside the 'toxin-free' positioning. The retinol night cream's combination of undisclosed fragrance with an active that temporarily increases skin permeability is the most significant concern found in this review. Rescored under the Web Evidence Review Engine (June 2026) - not certification.