In a haircare market crowded with ingredient-led claims, Naturali is looking to stand out through research-backed formulations and a message centred on individual choice. With its latest anti-hair fall campaign, ‘There is an I in Naturali’, featuring actor Medha Shankr, the brand aims to challenge conventional beauty expectations while addressing specific consumer needs.
Speaking to IMPACT Magazine, Anirrban Mukherjii, Vice President – Personal Care, Guiltfree Industries Limited, says the campaign emerged from insights into the opinions women routinely encounter about their hair. “The reality in India, today, is that a woman's hair has belonged to a lot of people other than herself,” he says, explaining that the campaign encourages women to make their own choices rather than conform to external expectations.
The brand’s product philosophy follows a similar approach. With several brands promoting ingredients such as rosemary, onion, and rice water, Mukherjii believes consumers increasingly look beyond ingredient names to assess product efficacy.
“At Naturali, we're building our differentiation with a very simple belief that effective hair care shouldn't mean complicated or difficult choices,” he says. The brand focuses on research, consumer studies, and formulations addressing concerns such as hair fall, dandruff, frizz, strength, and nourishment.
Watch the full interview here:
Building credibility beyond claims
As consumers become more discerning about beauty claims, Naturali is relying on influencer marketing to build credibility. According to Mukherji, the channel accounts for more than 50% of the brand’s marketing budget, reaching approximately 50–60 million Indians every month.
The brand encourages influencers to use products for three to four weeks before sharing their experiences, rather than relying on tightly scripted endorsements. Personalities including Anshula Kapoor and Nupur Sanon have shared their haircare journeys through the brand’s communication.
“We want you to buy because you can understand if this is making a difference to people you believe in,” Mukherji says.
He adds that around 70% of the influencers Naturali works with each month are new, helping the brand reach fresh audiences and build a community around informed choices.
Expanding the growth playbook
Naturali is also focusing on repeat purchases and product combinations. Mukherjii says close to 30% of the brand’s sales come from combinations and combos, including shampoo and conditioner offerings paired with a neem wooden comb.
On the business front, Naturali is targeting year-on-year growth of around 40–50%, with an ambition to double its year-on-year growth, he says. E-commerce and quick commerce are key drivers, with Amazon, Blinkit and Instamart performing well. Its direct-to-consumer website remains another important channel.
The brand recently introduced its Bond Repair professional haircare range, featuring TerraBond patented technology, which it says promises to reverse two years of hair damage in one wash. Further product development will address concerns including hair fall, dandruff and damage.
Beyond haircare, Naturali is expanding into adjacent categories, with lipcare launches including an overnight lip mask, a plumping lip gloss and an SPF 50 lip balm.
For Mukherjii, the larger ambition extends beyond product innovation. “It's time that brands take a stand beyond beauty standards, which are not achievable,” he says, reinforcing the campaign’s message of individuality and informed consumer choice.
