Brands
Marico stirs up wellness with majority buy in digital nutrition brand Cosmix
MUMBAI: When coconut oil meets collagen, the result is a clear play for the future of wellness. FMCG heavyweight Marico has announced a strategic investment in Cosmix Wellness, acquiring a majority stake in the Bengaluru-based, digital-first functional nutrition brand as it sharpens its focus on premium food and wellness categories.
Under the deal, Marico will acquire 60 percent of Cosmix Wellness’ paid-up share capital from its founders for an aggregate consideration of Rs 225.67 crore, marking one of its most significant bets in the fast-growing nutrition and supplements space. The remaining 40 percent stays with the founders for now, with Marico retaining the option to buy out the balance stake after the end of FY29, subject to performance-linked milestones and valuation norms to be finalised at that stage.
Cosmix Wellness has emerged as a strong contender in the premium wellness segment over a short span of time. The brand reported a turnover of Rs 50.93 crore in FY25, more than doubling from Rs 24.32 crore in FY24, and a sharp jump from Rs 5.39 crore in FY23. Its rise has been driven by a digital-first model and a differentiated portfolio focused on functional wellness rather than mass supplements.
For Marico, the acquisition fits neatly into its broader strategy of building a portfolio of digitally native, premium brands that tap into evolving consumer preferences. Over the past few years, the company has steadily expanded beyond its traditional staples into newer categories through brands such as Plix, True Elements, Beardo and Just Herbs, creating an ecosystem that allows cross-selling and faster experimentation across channels.
Best known for Parachute coconut oil, Marico has been doubling down on premiumisation and direct-to-consumer avenues as growth in conventional FMCG slows and consumers increasingly seek specialised, health-led products. The Cosmix investment signals that nutrition and wellness are no longer side dishes in Marico’s portfolio, they are moving closer to the main course.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
