Guys, welcome to the series where we talk about Influencer marketing strategies and campaigns by brands, in this today’s blog– we will be talking about a very well known cosmetic brand. Mamaearth, founded by Varun Alagh and Ghazal Alagh in 2016. Let us first see the approach of Mamaearth in the digital world.

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Mamaearth’s Digital-First Approach to Beauty and Wellness

Mamaearth, one of India’s fastest-growing D2C personal care brands, has built its empire not through traditional advertising, but by harnessing the full power of influencer marketing. Known for its natural, toxin-free products, the brand taps into the digital habits of millennials and Gen Z, connecting with them through authentic storytelling and relatable influencer content.

Why Influencer Marketing Is Mamaearth’s Core Growth Driver

Instead of relying on big-budget ads, Mamaearth invests in content creators across platforms like Instagram, YouTube, Moj, and Josh, turning real people into brand advocates. These influencers—ranging from celebrities to micro-creators—help the brand. Build credibility through real-life product usage Reach regional audiences via vernacular content\n- Drive engagement and conversions through relatable formats like reels, tutorials, and testimonialsThis trust-first strategy is what differentiates Mamaearth in a cluttered personal care market.

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Mamaearth x Shilpa Shetty – Clean Beauty Meets Star Power

Mamaearth’s long-standing partnership with Shilpa Shetty positioned her as the face of its toxin-free skincare revolution. But this was just the surface level. The brand’s deeper magic lies in how it has tapped into the creator economy to reach the masses.

Using celebrities for brand collaboration is the traditional way of building brand awareness and reaching out to the masses. Celebrities can bring more eyeballs to your product and forge a bond between the brand and the audience.

Now let’s see some recent Influencer collaborations,

Shreya Jain for Vitamin C Range – Glowing Reviews That Feel Real

Beauty influencer Shreya Jain, with her trusted fan base, brought Mamaearth’s Vitamin C Face Serum to life. Her review-driven content didn’t feel like a brand plug — it felt like honest skin advice from a friend.

This campaign saw widespread traction, especially as her YouTube video crossed 300K+ views, and drove direct traffic to Mamaearth’s product page.

Dolly Singh for Ubtan Face Wash – Comedy + Skincare = Conversion

Influencer-turned-actress Dolly Singh collaborated with Mamaearth in a creative sketch-style reel where she highlighted the Ubtan Face Wash — but in her iconic comic tone.
The content wasn’t just funny; it highlighted how traditional ingredients like turmeric and saffron can be cool again. It connected with her Gen Z + millennial audience in a fresh, fun way — and drove high shares.

Kritika Khurana aka ThatBohoGirl – Lifestyle Meets Purpose

Fashion & lifestyle creator Kritika Khurana regularly collaborates with Mamaearth, especially for the #GoodnessInside campaign, where she not only talks about skincare benefits but also the brand’s tree-planting initiative. Her personal storytelling made the product feel ethical, aesthetic, and effective — all in one go.

Why Mamaearth Wins at Influencer Marketing

Mamaearth doesn’t just “use” influencers — it partners with them. Whether it’s a top-tier beauty creator or a regional nano-influencer, the brand co-creates content that is authentic, platform-native, and trend-savvy. From GRWM reels to humorous sketches, the content feels human, not scripted — and that’s what today’s audience buys into.

Social-First Strategy That Fuels Brand Growth

Mamaearth’s explosive rise as a D2C giant wasn’t accidental. It was built on creator trust, consistent storytelling, and value-based campaigns. By merging product awareness with creator relatability, Mamaearth ensured it wasn’t just another skincare brand — it became a community-driven movement.

Brands like Mamaearth have ensured that their content reaches the right audience, with the help of Influencer Marketing, Mamaearth have made sure to be ahead of their competitors. If you are a brand who wishes to be ahead of the curve, then we 6th Street Artist is the agency for you, we are the best influencer marketing agency in Mumbai. Fill the form real quick for a free influencer marketing strategy.

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