Co-founded by the company’s CEO Arush Chopra and brand director, Megha Sabhlok, Apcos owns Just Herbs - a line of skin and hair care products. “We are delighted to have entered into a strategic partnership with Marico. The values, entrepreneurial spirit and agility that defines Marico’s culture fits perfectly with our vision for the future. We believe that its evolved capabilities, processes and systems will complement our ambition to scale up online as well as offline. We are very positive about the prospects of this partnership and look forward to a fruitful journey with the team,” said Chopra.

While the brand garners a majority of its business through its D2C website, its products are also available on online marketplaces and its exclusive offline stores in select cities.

Saugata Gupta, MD and CEO, Marico, said, “Just Herbs presents an exciting and differentiated opportunity to have a meaningful play in Ayurveda-led beauty categories. The brand has built a healthy consumer franchise on the back of the quality and efficacy of its offerings.”

Marico claims that the investment is in line with its strategy to accelerate its digital transformation through building scalable digital-first brands and premiumise its role in the personal care market. “The digital presence Just Herbs has built in a short period is impressive and we strongly believe in its potential to reach critical mass over the next couple of years. This investment is another step towards our aspiration to build a portfolio of at least three INR 100-crore plus digital brands within the next three years,” he added.