Honasa Consumer, the parent company of Mamaearth, has entered the nutraceuticals space with the acquisition of a 58% stake in Fluence Pharma, a science-led supplements company known for its patented Cyclical Nutrition Therapy. The deal marks Honasa’s foray into the growing “inside-out” beauty segment, where consumers are increasingly pairing nutritional interventions with topical skincare and haircare. The business will be housed under a newly created subsidiary, Honasa Health.
The acquisition gives Honasa access to Fluence Pharma’s patented formulations, clinical expertise and a network of over 3,000 dermatologists. Founded by Amit Bhusari and dermatologist Dr. Rajendra Singh Rajput, Fluence Pharma develops condition-specific OTC supplements for hair and skin concerns, and reported revenue of around ₹40 crore with an EBITDA margin above 20% in FY26.
Varun Alagh, Co-founder and CEO of Honasa Consumer, said the beauty and personal care industry is moving toward holistic, inside-out solutions, with the next decade likely to be shaped by the convergence of science-backed skin and hair care with nutraceuticals. He added that Fluence’s clinically validated foundation positions it well to scale into a consumer-first nutraceuticals franchise under Honasa Health, supporting the company’s broader House of Brands strategy.
India’s nutraceuticals market is currently valued at over ₹16,000 crore, driven by rising awareness around preventive health and nutritional wellness. Honasa plans to apply its digital-first distribution and consumer insights to scale Fluence’s offerings.
Amit Bhusari, CEO and Co-founder of Fluence Pharma, said the partnership gives the company the infrastructure and reach needed to take its clinical solutions to a wider consumer base across India.
