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Mensa acquires majority stake in personal care brand, Florona

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Mumbai: Continuing its phenomenal growth momentum into 2022, Mensa Brands, India’s first tech-led house of brands, has partnered with Florona, a digital-first aromatherapy brand. Florona offers aromatherapy and natural personal care products and is a bestselling brand in US and Canada. It offers more than 70 types of natural oils including essential oils for diffusers as well as cold pressed carrier oils.

While India is one of the largest exporters of essential oils (around $250m in 2021), the country lacks a globally recognized brand in the segment. Aayush Gupta, the founder of Bo International (one of India’s largest manufacturers of personal care products), launched Florona with a vision to create an international aromatherapy brand of Indian origin. Florona has served millions of happy consumers owing to the quality of its products that are manufactured free of chemicals and diluents. 

Speaking on the association, Ananth Narayanan, Founder and CEO of Mensa Brands said, “We are elated to welcome Florona into our growing digital-first House of Brands. The natural personal care market is growing exponentially across the globe and together we are building a leading brand in the segment. We are confident that with our technology, operations, and digital brand building expertise, we can grow the brand 10X in the next 5 years. We plan to launch a range of aromatherapy bath products and natural skincare and haircare solutions, expand presence to new markets and build a tech-led global supply chain to best serve our consumers.”

Speaking on the association with Mensa, Aayush Gupta, Founder of Florona stated, “We couldn’t be more excited to partner with Mensa in our journey to make Florona a global household name. I believe it is the perfect time to build a world class personal care brand from India and with the Mensa team we are primed to achieve our goal. Ananth and the entire Mensa team have been very supportive in getting us onboard and share our philosophy of putting customer experience first.”

Mensa Brands is building a tech-led house of brands by investing in and scaling up digital first brands across diverse categories including fashion and apparel, home and garden, beauty and personal care. In terms of taking homegrown brands to international markets, Mensa has truly embodied the ‘India for the world’ philosophy.

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