Juicy Chemistry, a well-regarded direct-to-consumer beauty and personal care brand in India, is moving into an expansion phase. They plan to open 150 exclusive stores with Purplle by March 2026. This shows a change in the Indian direct-to-consumer market, with leading startups shifting from online sales to physical stores to create better brand experiences and improve customer loyalty.
Megha and Pritesh Asher started Juicy Chemistry in 2014 . They realized many supposed natural skincare products weren’t actually natural or organic. With just Rs 5,000, they began creating products from real, traceable, organic ingredients, and even rebuilt their supply chain to ensure quality, transparency, and results. This brand disrupted the beauty market way before the direct-to-consumer boom in India.
Pritesh Asher, Co-Founder & CEO of Juicy Chemistry, said that they wanted a skincare brand that genuinely delivered on its promise of being natural and organic. He added every ingredient needed to be traceable, pure, and get results. This dedication to authenticity continues to separate them from other brands.
Today, Juicy Chemistry offers products in multiple beauty and personal care categories. Face care makes up about 40% of their sales, followed by body and hair care. Their sales approach reflects current direct-to-consumer trends, with 45% of revenue from their website, 30% from online stores, and 25% from physical stores and exports. The brand is available on Amazon, Flipkart, Nykaa, Purplle, Blinkit, Zepto, and Instamart, and has six company-owned stores.
The brand’s plan to expand into physical stores is in line with the idea that physical retail is still important for consumer trust in the beauty market, especially for high-quality brands. Juicy Chemistry’s rollout with Purplle will reach Tier I and Tier II cities, with trained beauty advisors providing advice to help customers choose the routines for conversion and repeat purchases.
The brand is also expanding internationally, strengthening its presence in the UAE and US, and growing distribution in France, Italy, Spain, Germany, Switzerland, the Maldives, and African markets. This shows Juicy Chemistry is building reliability across multiple channels.
Juicy Chemistry’s growth is based on research and development, ingredient traceability, sustainability, and controlled manufacturing. The company produces small batches in a solar-powered facility, uses recycled packaging, and has a mostly vegan portfolio.
The brand has a 60–63% repeat purchase rate on its website, proving that customers are seeing tangible results.
Juicy Chemistry aims for 40–50% revenue growth by FY26, driven by domestic retail growth, deeper entry into cities, and international distribution. They are also creating new products, like natural hair dyes, to meet changing consumer needs.
Juicy Chemistry is a disciplined, science-backed, and purpose-driven company and is showing that profitability, authenticity, and scale can go together.
