Pooja Dugar and Alok Nagpal co-founded Yellow Naturals to offer natural personal care and skincare products for children aged 4-12.
In a market saturated with personal care brands for infants, concerns about potential health risks such as skin allergies, rashes, and other adverse reactions have been growing. Many conventional products contain dyes and chemicals associated with various health issues. With so many options available, parents often find it challenging to choose the safest products for their children. Addressing these concerns directly is Yellow Naturals, a Gurugram-based startup specializing in natural personal care and skincare products designed specifically for children aged 4-12.
Founded in 2023 by Pooja Dugar and Alok Nagpal, Yellow Naturals emerged from a personal need. Dugar’s seven-year-old daughter’s transition from baby products to more age-appropriate skincare highlighted a gap in the market. “When my daughter turned four, we found that our usual baby shampoo and body wash were no longer sufficient as she began outdoor activities. We scoured the market but found no suitable options,” Dugar explains to YourStory. Faced with a lack of safe and reliable products in India and globally, Dugar and Nagpal decided to create their own line.
Dugar, with over 13 years in brand and lifestyle marketing, and Nagpal, who has 16 years of experience in marketing and operations, leveraged their expertise to address this market need. They surveyed 50 parents and consulted dermatologists to understand the specific skincare needs of children, leading to the development of Yellow Naturals’ product line. The startup’s offerings include daily cleanse shampoo and conditioner, body wash, and nail paints, all designed with natural ingredients and free from harsh chemicals.
The brand’s product range, priced between Rs 500 and Rs 1,000, also features a makeup kit for children. This kit, crafted from natural oils and butters, avoids toxins and chemicals, and includes a mirror, eyeshadow, blush, lip tints, balm, and nail paints. All products are dermatologically tested and feature fragrances certified by the International Fragrance Association (IFRA). Yellow Naturals emphasizes the absence of a dedicated category for children’s personal care products in India, bridging a gap between baby care and adult offerings.
Committed to sustainability, Yellow Naturals uses 50% PCR (post-consumer recycled) bottles and aims to achieve 100% recyclable and compostable packaging by 2026. Unlike some larger brands that focus on trendy ingredients without substantiating their benefits, Yellow Naturals prioritizes safety and effectiveness, with products tested initially by Dugar’s daughter and refined over a year before market launch.
Currently bootstrapped, Yellow Naturals has achieved significant traction, with about 60% of orders coming from South India. The brand, which launched online in November of the previous year, is also available in prominent retail locations such as Gift Palace, Khan Market; Giggles and Glory, Gurugram; Toy Factory Ambience Mall; Maya Toys, Gurugram; and Leo Toys, DT Mega Mall. As the global kids’ personal care market is projected to reach $171.7 billion by 2031, Yellow Naturals is well-positioned to capitalize on this growth.
The startup not only focuses on expanding its product range and geographical reach but also contributes 1% of its profits to the Samarpan Foundation, supporting underprivileged children in India. “We are committed to giving back, and our contributions to the Samarpan Foundation help improve children’s health, education, and overall well-being,” Dugar says.
Facing competition from established brands like Baby Dove, Cetaphil Baby, Mustela, and Aveeno Baby, Yellow Naturals has onboarded over 3,000 customers. The company plans to enhance consumer education on children’s skincare benefits, address the high cost of retail establishments in India, and expand its presence through online platforms like FirstCry, Nykaa, Blinkit, and Myntra. Future plans include entry into Middle Eastern and European markets and the introduction of new products in the personal care and natural makeup categories.
“Our journey has just begun, and we are growing at 20% month-on-month. We aim to strengthen our presence in India and explore international opportunities in the coming 12-18 months,” Dugar concludes.
