July 11: Reaffirming South India’s growing repute as the ‘Ayurveda Hub’ of the nation, skincare and haircare brand Mellow Herbals has reported witnessing an impressive surge in terms of its Ayurvedic products’ popularity and sales over the past few months of 2023, across various South Indian states, including Karnataka, Andhra Pradesh, and Kerala. Interestingly, this spike has been majorly led by Mellow’s flagship Lip Treatment product, which has already gained significant traction amongst beauty enthusiasts in the region, and as of date, is constituting up to 90 per cent of the brand’s revenue generated from South India.
Mellow is a leading pan-India personal care brand that blends ancient Ayurvedic wisdom with modern science to bring forth best-in-class Ayurvedic elixirs and formulations for all. The company’s pathbreaking lip-care product, Mellow Lip Treatment, made with the goodness of Ayurvedic ingredients such as Almond Oil, Tankanamal and Jasada Bhasma, enables quick and long-duration healing of chapped or dry lips throughout all seasons. Besides, it also helps in keeping one’s lips soft, smooth, nourished and hydrated.
Although a gender-neutral product, with its matte, non-shiny finish and zero inclusion of fruity flavours (unlike other competitors in the market), Mellow Lip Treatment has now emerged as a highly-appreciated and sought-after item amongst the young male population across multiple tier 2 and tier 3 locations in the above-mentioned Southern states. Apart from Lip Treatment, a few of its other products like Mellow Crack Heel Cream and Kumkumadi Oil have also started to gain considerable popularity late across South India.
Vaishali Sharda, Founder & CEO, of Mellow Herbals, says, “It is heartening to note that many smaller towns and cities of states like Andhra Pradesh, Kerala, and Karnataka are, of late, becoming the epicentre of Mellow’s business growth trajectory. Particularly, Mellow Lip Treatment has become the rage among beauty enthusiasts from these areas, resulting in increased demand and orders seen by us across multiple online platforms – be it Nykaa, Flipkart, Amazon or Mellow’s own website.”
As an Ayurveda-inspired brand, capturing the entirety of the South Indian market – where Ayurveda originated from – is of utmost priority for Mellow Herbals. And so, in the near future, they shall continue to aggressively bolster efforts in a bid to build more awareness and top-of-the-mind recall for Mellow’s products and brand throughout every nook and corner of South India. To that end, the company is planning to soon place its products within multiple Ayurvedic spas and resorts as well as a few boutique organic stores across South India. Furthermore, Mellow’s future plans include doing tie-ups with corporates and tapping into the international markets, starting with the USA and UAE – the two countries where they have marked their presence already.
