Marketing Strategies Of Eco-Friendly Beauty Brands In India: A Case Study Of Mamaearth And Forest Essentials

Abstract

The increasing awareness about sustainability and ethical consumerism is strongly impacting the beauty industry and emerging economies, such as India. Literature Review: Statement of Problem This study makes attempt to analyze the marketing strategy of two leading sustainable cosmetic brands in India such as Mamaearth and Forest Essentials. Using case studies, it examines the ways these brands use green marketing, digital media, influencer partnerships, and brand positioning to target consumers concerned about the environment. Mamaearth leans on product affordability, mass distribution and digital-native branding, while Forest Essentials focuses on luxury, Ayurveda-based products, and traditional craftsmanship. The paper compares one to the other, assessing their market impact in reaching different target groups of consumers. Analysis was done with a combination of primary data from consumer perception surveys, secondary data on brand communications and social media content. Findings indicate that both brands are successful in aligning with eco-friendly beliefs, although marketing strategies vary according to target market and price point. This study contributes to the understanding of sustainable branding dynamics and its impact on consumer behaviour in the Indian beauty market.