Marketed under the Daily Essentials brand, it currently sells four products - a body lotion, body butter, bathing bar and a bath bomb.
The personal care brand was launched in April this year, following the launch of its F&B products in March.
Ashna Goel, founder of MilkinOats, said she discovered that oats had natural exfoliating and hydrating properties due to its beta-glucan content.
“In India, dry skin is very common, and people use oatmeal as a homemade remedy.
“We never had a commercial product around it, so we decided to develop personal care products made from oats.”
The firm chose to work with products that were commonly used in the Indian market, such as body lotion and butter.
Products in the Daily Essentials brand are made from oats (bathing bar, bath bomb) or fresh oat milk (body lotion, butter), and not by-products from its food and beverage production.
They also contain other hydrating ingredients including coconut oil, shea butter, sesame oil, kaolin clay, castor oil, and raspberry oil, and are chemical and paraben free.
According to the company, the products are suitable for all skin types, although especially for people with dry skin.
Goel told CosmeticsDesign-Asia about 10% of its food and beverage customers go on to purchase its personal care products.
Depending on the consumer reception, Goel hopes to expand the portfolio to include products such as shampoos, face scrubs and serums in the future.
Currently, Daily Essentials is sold on MilkinOats online store, local e-commerce platforms, and Amazon. They are also listed on several local retail stores in Delhi and Mumbai, however most of its sales are still online.
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July 19, 2021 at 07:58AM
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Oat revolution: India's MilkinOats forays into personal care following beverage and chocolate launches - CosmeticsDesign-Asia.com
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