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Going by the FMCG giant’s stated intent and need, fans of the little over four-year-old, digital-first skincare brand have no reason to worry.

The department store chain’s only growth engine is powered by distribution, not stores—raising questions about sustainability and profitability.
Back-to-back strong quarters have reset expectations for the beauty and personal care company. Has the Mamaearth parent truly left its troubled past behind?
Slowing growth, weakening store metrics and a puzzling fundraise point to the retailer losing some of its post-Zudio sheen.