As Juicy Chemistry is all about sustainability and zero waste, the new age consumer easily resonates with us.Megha Asher, Co-founder Juicy Chemistry
Not everyone can decipher the ingredients section on the back of most skincare products, we choose to believe whatever the front label tells us. After their encounter with an ‘organic’ brand, founders of Juicy Chemistry, Pritesh and Megha Asher thought about the credibility of the many products in the market that claim to be natural and organic. Juicy Chemistry was born through their efforts to bring to consumers completely trustworthy and transparent personal care products that were truly organic.
Juicy Chemistry is an organic personal care brand that offers a wide range of head to toe products. The entire range is certified organic by Ecocert, a worldwide reputed certification body as per COSMOS standards. In conversation with co-founder Megha Asher, we learn more about their journey and the process behind making completely organic and natural products!
Chennai Insider: Why did you begin an organic skincare brand? Tell us the story behind it.
Megha Asher: Juicy chemistry was co-founded by Pritesh and I, back in 2014 after an eye-opening visit to the mall. Pritesh was approached by a sales person with a brand-new product launched into the market, claiming that it was all natural. While checking the product, he figured a few of the ingredients were used as raw material at his petroleum products plant. Baffled, he handed the product back to him. On our way back, we discussed how the front of the label was screaming natural and organic and the label behind was hushing preservatives, parabens, mineral oils, synthetic colours, perfumes and more. The entire episode got us thinking that, there has to be an alternative, a genuine personal care brand that cared!
We started looking out for pure and natural products but it was all in vain. As we shared our thoughts with family, friends it increasingly became clear that there was either very little awareness about the chemicals present in skincare products and their adverse effects on us or there was no alternative available for consumers to switch to a skin care brand that was truly natural. Either way there was an obvious gap in the market.
To fill in this gap, we brought Juicy Chemistry to life with a goal to provide effective skin care products formulated with the purest and the most nutrient rich ingredients the nature has to offer.
The journey so far has been absolutely delightful. As a new brand we have managed get past the initial struggle period and have received a phenomenal response in the last one and half years of operation. In a short span we have managed to cater to over 10,000 customers in over 25 states in India and 20 countries globally.
Chennai Insider: Where are you based? Why do you think this is the best place for you?
Megha Asher: We are based out of Coimbatore, India. As Pritesh was born and brought up here, Coimbatore is our home and we are proud to manufacture our products and run our operations here, our homeland.
Chennai Insider: What are the challenges of producing 100% organic products? What was the biggest challenge you faced in establishing Juicy Chemistry?
Megha Asher: It has been a roller coaster, to say the least. We started at a time when there was very little understanding of what organic really stands for and thus the foremost challenge was to make our audience aware. Procuring the best exotic ingredients directly from their source is another aspect that requires a lot of work but we just can’t compromise. JC stands for quality.
Chennai Insider: Tell us about your certification. How important was it to you that you got certified by Cosmos?
Megha Asher: Every JC product is COSMOS certified organic, the highest global standard for the cosmetic industry. Every aspect, from ingredient sourcing, product formulations to packaging meets the most stringent criteria stipulated by COSMOS to safeguard your as well as the nature’s health.
We also follow ISO 9001:2015 standards and are a GMP (Good Manufacturing Practices) certified organization. Being ISO 14001 certified, we also follow proper environmentally sound practices.
Certifications are a reflective of a company’s commitment to organic and to its customers. It keeps us true to our promises of being transparent and accountable.
Chennai Insider: What were you doing before Juicy Chemistry? Tell us a little about yourself.
Megha Asher: Both Pritesh and I completed our studies from Griffith University Australia. Post that he joined his family business that was about manufacturing industrial automotive lubricants. I, on the other hand, had a short-lived career in Journalism right after my studies post which I started my own clothing label.
Chennai Insider: There are so many people loving your products and recommending them as well. How does it feel to have gained this acceptance from your consumers?
Megha Asher: It’s absolutely overwhelming. The support we have received over the years have been phenomenal and we believe the consumers today are very conscious of the choices they make and how it impacts the environment and other living beings. As JC is all about sustainability and zero waste, the new age consumer easily resonates with us.
Chennai Insider: You have a wide product range. What are your favorites and which are your bestsellers?
Megha Asher: Our facecare and haircare products are doing rather well. Our facial oils are big fan favourites. They can be used to treat problems such as hyperpigmentation, sun damage, acne scarring, dryness, signs of ageing and acne-control among others. Our lip butters, particularly our Blood Orange Lip Butter, as well as our toners, particularly our Bulgarian Rose Water Toning Mist, are doing well.
In the haircare category, our shampoos and masks are a big hit with consumers. Our Chilly, Black Seed and Horsetail Hair Oil has done particularly well. We’ve received great feedback from our consumers on the positive results they’ve experienced from consistently using the hair oil.
At JC, everything revolves around procuring organic ingredients from certified local small farms. We strongly believe in sourcing from the source to ensure there’s no adulteration and the ingredient is grown with its best nutrient profile in the right climate.
Chennai Insider: People are very particular about their skincare products and spend a lot time browsing through the myriad of options. What makes Juicy Chemistry unique?
Megha Asher: We firmly believe in being as open and transparent as one can be. Our commitment to sustainability and organic beauty led us to pursue an ECOCERT certification. The fact that all our products are certified organic, goes a huge way to set us apart from the rest; particularly in times when ‘organic’ and ‘natural’ are seen as purely marketing gimmicks. We cut through the greenwashing and provide our consumers with products that are truly organic. We don’t use any artificial fragrance or any other synthetic additives. Our products contain no preservatives and contain no water – they are completely concentrated and deliver the goodness of Mother Nature. We go to great lengths to make sure that we are environmentally responsible and are proud to be Made in India.
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