Here’s How Megha Sabhlok Prioritises Skin Care By Using Just Herbs

Megha Sabhlok, Co-Founder and COO of Just Herbs, won SheThePeople’s Digital Women Awards 2024 under the Leadership category, for her dedicated work in creating a pioneering natural and Ayurvedic beauty brand in India. The company specializes in creating organic beauty and skincare products that balance safety with efficacy. Spanning skincare, hair care, body care, and fragrances, Just Herbs offers products free from sulfates, parabens, and bleaching agents, using wildcrafted ingredients produced in their Mohali facility.

The brand's commitment to transparency, ingredient disclosure, and cruelty-free practices sets it apart in the market. With growing concern over the products we use on our skin, Just Herbs has accelerated its growth, launching new bestselling products and categories. The company continues to innovate, with plans to expand its makeup portfolio, reinforcing its position as a leader in India's natural beauty market.

In Conversation With Megha Sabhlok

What roles do you play at Just Herbs, and what drives you toward this goal?

I am the Co-founder and Chief Operating Officer of Just Herbs, a trailblazer in India's organic beauty industry. With a background in Mass Media and Corporate Communications, I transitioned from a successful corporate career to entrepreneurship in 2014. Identifying a gap in the market for safe, effective natural beauty solutions, I co-founded Just Herbs, pioneering the natural makeup category in India. My innovative approach includes crowdsourcing product development and prioritizing transparency. Balancing motherhood with entrepreneurship, I embody resilience and adaptability, inspiring aspiring entrepreneurs to embrace their journey, imperfections and all.

How did you use digital platforms and tools to build your business?

We believe that no business today can thrive without integrating technology, and we are no exception. From the ideation process, we tap into social sentiment and gather consumer feedback through our crowdsourcing initiatives. Being a D2C brand, with about 40% of our business coming from our own website, we are very data-rich. We use extensive data analytics to decide what products to launch, for which channels, and in what geographies. In terms of marketing, our entire process—from customer acquisition to retention funnels—is driven by technology.

We have an elaborate tech stack that helps us analyze the data we collect. We also analyze which products, when purchased in the first order, are most likely to encourage repeat purchases and long-term loyalty. Regarding overall business operations, we are gradually embracing technology. This ongoing process will help us streamline operations and ensure efficiency across all aspects of our business.

How do you envision your future with Just Herbs?

We're operating in the Indian beauty and personal care market, which is projected to reach $28 billion by 2025, with the natural and Ayurvedic segment growing at an accelerated pace. Following our acquisition by Marico in 2021, we've already expanded from 6 to over 500 retail touchpoints nationwide, achieving an impressive INR 100 Cr revenue run rate in FY24.

Our growth strategy focuses on innovation and expansion. We're launching 3-4 new products monthly, with plans to strengthen our presence in the fragrance category. We're also exploring international markets, particularly in regions with a growing interest in Ayurvedic products. Sustainability remains a core focus. We're investing in eco-friendly packaging solutions and developing products that reduce environmental impact, like our micro-mini lipsticks. With our strong D2C model, community-driven product development, and Marico's backing, we aim to become a household name in the Ayurveda industry. We're targeting to capitalize on the increasing consumer shift towards natural and sustainable beauty solutions.

What does your business model look like?

Just Herbs operates on a multi-channel model, combining direct-to-consumer (D2C) and omnichannel strategies. Its D2C platform has generated over 25+ lakh direct orders, allowing the brand to control customer relationships and brand experience. Just Herbs is also present on major e-commerce platforms like Amazon, Nykaa, Myntra, Flipkart, and Blinkit, and is a top performer in Amazon's luxury beauty section. With over 500 physical touchpoints nationwide, the brand ensures an omnichannel presence. The in-house manufacturing facility in Mohali ensures quality control, while a unique crowdsourcing approach aligns product development with customer preferences.

What are the key challenges you faced in this journey?

Building Just Herbs has been an exhilarating journey, but not without its fair share of challenges. One of our initial hurdles was introducing the concept of natural and Ayurvedic beauty products to a market that was largely unfamiliar with these terms. Educating consumers about the benefits of our products and the importance of ingredient transparency required persistent effort and innovative marketing strategies.

Another significant challenge was establishing our Direct-to-Consumer (D2C) model in 2014 when e-commerce was still in its nascent stages in India. We had to convince logistics companies to handle cash-on-delivery orders and build trust among customers who were skeptical about online purchases, especially for beauty products. Balancing rapid growth with maintaining product quality and staying true to our core values of transparency and sustainability has been an ongoing challenge. As we scaled up, ensuring consistent quality across our expanding product line while sourcing natural and organic ingredients became increasingly complex.

Despite these challenges, each obstacle has been a learning opportunity, helping us refine our strategies and strengthen our brand. These experiences have been crucial in shaping Just Herbs into the resilient and innovative personal care brand it is today.