.jpg)
Brand
has signed Alia as its new brand ambassador for bestselling body scrubs
& body washes range. Company applauds the actor's environmental
initiatives. Says the plan is to build a refreshing, eco-friendly and
responsible millennial brand together.
Mumbai, India, 22 March 2022: In
a significant move towards expanding its millennial outreach, mCaffeine
- India’s first caffeinated personal care brand - has announced actor
Alia Bhatt as the face of the brand for its body wash and body scrub.
The D2C brand is now set to take the personal care market by storm with
the strategic association of the Celebrity Youth Icon as its very first
brand ambassador.
Commenting on the collaboration, Tarun Sharma, Co-Founder & CEO mCaffeine said ““Keeping
in mind our millennial audience, mCaffeine distills their young and
bold sentiment while combining it with their first love, Coffee. We
represent this generation as a voice of reason for everything they
strongly believe in, be it their daily hustle or daily self-care - for
they are quick to adapt. Our range of body scrubs and body washes give
them that kick and care for their skin, doing just what a millennial
product should, making their lives easier but with no compromise on the
quality.
Alia is a perfect representative of this generation, one whom
they have seen evolve from a young star to a Forbes 30 Under 30
millennial icon. With her environmental initiatives, she is also a
perfect fit for the sustainable and empathetic ethos we stand for. I am
ecstatic that we will be working together and quite sure that it’s going
to be a legendary and caffeinating journey, with Alia being the perfect
face for our bestselling body washes and body scrubs.”
Expressing her excitement on associating with the brand, Alia said “This
association combines my love for coffee and my love for nature.
mCaffeine brings the joy of both together in a very fresh and millennial
way. PETA has certified mCaffeine products as vegan and cruelty-free
and the brand has a Zero Plastic Footprint. So they are good for you and
good for the planet plus they have the fragrance of coffee. The coffee
body washes and body scrub cleanse and caffeinate at the same time.
Every shower you take is now a coffee break.”
With a range of natural caffeinated products, mCaffeine has created a strong millennial brand on the back of a single ingredient, Caffeine. All its products are free from SLS and Paraben, FDA-approved, dermatologically tested, and officially certified by Peta as Vegan & Cruelty-free. The brand has achieved Zero Plastic Footprint and continually aims to create natural products that are good for the consumers and good for the planet.
Speaking at the launch, Vaishali Gupta Co-Founder and Head Brand Marketing said “When we started mCaffeine, thinking of it as a single ingredient brand was challenging and creatively satisfying at the same time. Cut to today, and we have emerged as India’s largest single ingredient D2C brand. As someone who is inclined towards caffeine and creativity, it brings me immense pleasure to bring on board Alia Bhatt, who is literally the epitome of creative growth. With Alia, we want to make mCaffeine the first choice of coffee (in-shower) for another 100M millennials in India.“
About mCaffeine -
mCaffeine is India's first caffeinated personal care brand, launched in 2016. The brand is focused on the millennial lifestyle with mass premium offerings. mCaffeine, a D2C brand, has sold more than 10 million products in just 5 years of launch. Currently, the products are available at 18,000 pin codes across India. mCaffeine products are bestsellers amongst multiple categories on Amazon and Nykaa. mCaffeine currently is present in 4 major categories - Body Care, Face Care, Lip Care & Hair Care.
There are about 55 products in the portfolio
so far and there are aggressive plans to further launch 15-20 products
this year. mCaffeine products are available on all shopping portals
namely – Amazon, Nykaa, Flipkart and sells through its own e-commerce portal www.mcaffeine.com.
They are also present in more than 5,000 offline stores across India
and have expanded globally to 3 countries. Almost half of mCaffeine
products are best sellers in the categories they operate in across
marketplaces.
Awards & Recognition
Their
products are already gaining cult status in the Indian beauty
community. mCaffeine’s Coffee Body Scrub has become a favorite of the
community, recently winning the ‘Best Scrub’ Category in the
Cosmopolitan Beauty Awards and Nykaa Femina Beauty Awards 2019. The
brand was also a part of the prestigious 'Forbes 30 under 30‘ list in
2020, 'Product Launch of the Year’ from Channelier Awards 2021 & The
Femina Power Brands - Excellence in Personal Care 2021. mCaffeine is
Peta Certified – 100% Vegan and Cruelty-Free.