Co-Founder & CEO of Juicy Chemistry, Pritesh Asher, talks to BW Retail World on how the brand pioneered India’s certified organic skincare segment, achieved 150 per cent growth, and plans cutting-edge launches with biotech innovation and AI personalisation
Can you share the journey behind Juicy Chemistry’s inception and your entry into skincare?
Megha and I started a decade ago, driven by her PCOS-related skin struggles and frustration with ineffective, chemically laden products. We found many “organic” items were misleading, filled with petrochemicals and parabens. With just ₹5,000, we researched authentic, clean formulations for personal use, which gained love from family and friends. Back then, terms like “Ayurvedic” were widely abused. Our goal became creating a truly transparent, effective organic brand free from toxic ingredients—that’s how Juicy Chemistry began.
How has the brand grown recently?
Between FY22–23 and FY23–24, we saw over 150 per cent year-on-year growth, maintaining 35 per cent even amid economic challenges. Our expansion into tier 1 and 2 cities through pharmacies, modern retail, and platforms like Amazon and Nykaa, plus innovative actives and cellular extraction ranges, fuelled growth. We focus on quality and sustainable expansion, with over 60 per cent repeat customers annually.
How has your market share evolved in the competitive D2C skincare space?
Our growth is fully organic, built on authenticity and consumer trust. With 1.5 million loyal customers, Juicy Chemistry holds over 90 per cent of India’s certified organic skincare market and 20–25 per cent of the broader natural beauty segment. We lead consumer education in tier 2 and 3 cities, clarifying the differences between organic, herbal, and Ayurvedic products.
With rising competition from global and homegrown brands, how does Juicy Chemistry maintain leadership?
The natural and organic market grows 25–27 per cent annually, with certified organic seeing the fastest rise. We pioneered India’s first certified organic lip balm, sunscreen, and makeup, focusing on radical transparency and formulation integrity. Every ingredient is traceable, tested, and certified—like our Chilli & Horsetail Hair Serum, clinically proven to reduce hair fall by 68 per cent in four weeks. We’re innovating with biotech, AI personalisation, and expert-led education to demystify skincare in a cluttered market.
Tell us about your new serum launches.
We design products to truly solve consumer problems using clinically proven, safe actives with thoughtful formulation. For example, our pigmentation serum pairs alpha arbutin with bio-marine actives, showing visible results in two weeks. We recently launched Juicy Actives 2.0 with Vitamin C and EGCG, a gentle lactic acid exfoliator, and India’s first organic AHA BHA deodorant roll-on. Next is an anti-ageing serum featuring copper peptides and ceramide boosters, combining efficacy with organic purity. This new range is already winning consumer trust and promises to revolutionise beauty routines.
