Honasa Consumer, the parent company of Mamaearth, has entered the nutraceuticals category through the acquisition of a 58% stake in Fluence Pharma, a science-backed supplements company known for its patented Cyclical Nutrition Therapy (CNT) and dermatologist-led distribution network.
The move marks Honasa’s foray into the fast-growing “inside-out” beauty and wellness space, as consumers increasingly seek nutritional interventions to complement skincare and haircare routines. The company said the expansion is aimed at tapping India’s nutraceuticals market, which is valued at more than Rs 16,000 crore.
As part of the transaction, Honasa will launch a dedicated subsidiary, Honasa Health Private Limited, which will lead the company’s efforts in building a consumer-focused nutrition portfolio. The new venture will combine Fluence Pharma’s clinical expertise and practitioner network with Honasa’s strengths in brand building, consumer insights, and digital-first distribution.
Commenting on the acquisition, Varun Alagh, co-founder and CEO of Honasa Consumer, said the beauty and personal care industry is moving towards holistic solutions that address concerns from within.
“While the last decade was shaped by topical actives, we believe the next decade will be defined by the convergence of science-backed skin and hair care with nutraceuticals,” Alagh said. He added that Fluence’s patented Cyclical Nutrition Therapy provides a strong scientific foundation for building a consumer-first nutraceuticals franchise under Honasa Health.
Founded by Amit Bhusari and dermatologist-trichologist Dr. Rajendra Singh Rajput, Fluence Pharma develops condition- and gender-specific over-the-counter supplements for hair and skin concerns. The company’s proprietary CNT platform is backed by patents in India and the US and has gained the trust of more than 3,000 dermatologists across the country.
Fluence Pharma reported revenue of around Rs 40 crore in FY26 and an EBITDA margin of over 20%, according to the company.
Amit Bhusari, CEO and co-founder of Fluence Pharma, said the partnership would help the company take its clinically validated products to a wider consumer base. He noted that Honasa’s digital capabilities and experience in scaling consumer brands would strengthen distribution and accelerate growth.
Leading the new subsidiary will be Dheeraj Nagpal, CEO of Honasa Health. Nagpal brings over 15 years of experience in consumer businesses and previously co-founded nutraceuticals brand Zingavita. He has also held leadership roles at Zomato and American Express.
The acquisition reflects Honasa Consumer’s broader strategy of expanding beyond traditional beauty and personal care products and building a diversified portfolio of science-backed consumer brands.
