Honasa Consumer, the parent company of brands such as Mamaearth, has entered the nutraceuticals category with the acquisition of a 58% stake in Fluence Pharma, a science-led supplements company known for its patented Cyclical Nutrition Therapy (CNT).
The move marks Honasa Consumer’s foray into the growing “inside-out” beauty segment, where consumers are increasingly turning to nutritional interventions alongside topical skincare and haircare products. The company will house the business under a newly created subsidiary, Honasa Health.
The acquisition gives Honasa access to Fluence Pharma’s patented formulations, clinical expertise and network of more than 3,000 dermatologists. Founded by Amit Bhusari and dermatologist Dr. Rajendra Singh Rajput, Fluence Pharma develops condition-specific over-the-counter supplements for hair and skin concerns. The company reported revenue of around ₹40 crore and an EBITDA margin of over 20% in FY26.
Commenting on the acquisition, Varun Alagh, co-founder and CEO, Honasa Consumer, said, “The beauty and personal care landscape is entering a new era where consumers are increasingly seeking holistic, inside-out solutions that address beauty concerns at their root. While the last decade was shaped by topical actives, we believe the next decade will be defined by the powerful convergence of science-backed skin and hair care, and nutraceuticals.”
He added, “Fluence has built a strong scientific foundation through its patented Cyclical Nutrition Therapy, setting a benchmark for clinically validated efficacy. We are excited to build on this foundation and scale it through Honasa Health, creating a consumer-first nutraceuticals franchise that complements our science-led beauty portfolio. This marks an important step in our vision of building a future-ready House of Brands and a more resilient, diversified growth engine.”
India’s nutraceuticals market is currently valued at over ₹16,000 crore, with rising awareness around preventive health, wellness and nutritional deficiencies driving growth. Honasa plans to leverage its digital-first distribution, consumer insights and brand-building capabilities to scale Fluence Pharma’s offerings in the consumer market.
Amit Bhusari, CEO and co-founder, Fluence Pharma, said, “For the past ten years, we have focused rigorously on grounding our portfolio in science and earning the trust of the medical fraternity. To unlock the true potential of our proprietary science, however, we needed a partner who could take these clinical solutions to a wider consumer base. Honasa Consumer brings the perfect opportunity and infrastructure for us. Their unparalleled digital-first capabilities, data-driven consumer insights, and proven track record of scaling young brands will allow us to strengthen our distribution and solve consumer problems across India.”
With the acquisition, Honasa Consumer is expanding beyond topical beauty products into health and nutrition, as it looks to build a broader portfolio of science-backed consumer brands.