Mensa Brands, a Bengaluru-based technology-led ‘House of Brands’ built for the e-commerce industry, announced today the acquisition of a majority stake in Florona, a personal care brand that primarily targets customers in the United States and Canada.
So far, Mensa Brands has acquired 16 brands. Mensa Brands had previously acquired Estalon, High Star, Lilpicks, Folkulture, and Ishin, among others. Notably, when it raised $135 million in a Series B funding round in November last year, the startup became India’s fastest and the world’s second-fastest unicorn.
Florona, founded by Aayush Gupta, sells aromatherapy and natural personal care products. It now offers over 70 different kinds of natural oils, including essential oils for diffusers and cold-pressed carrier oils.
“The natural personal care market is growing exponentially across the globe, and together we are building a leading brand in the segment,” Ananth Narayanan, Founder & CEO, Mensa Brands. Ananth Narayanan is also a founding member of Medlife and had been served as the chief executive officer of Myntra.
“We are confident that with our technology, operations, and digital brand-building expertise, we can grow the brand 10X in the next 5 years.” He further said the brand plans to launch a range of aromatherapy bath products and natural skincare and haircare solutions, expand its presence to new markets and build a tech-led global supply chain to best serve the consumers in the market.
Founded in 2021, Mensa Brands is building a tech-led house of brands by investing in and scaling up digital-first brands across diverse categories, including fashion and apparel, home and garden, beauty, and personal care.
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