The​ ​Moms​ ​Co

The Moms Co. operates as a direct-to-consumer (D2C) brand in the mother and baby care sector, founded in 2016 by the husband-wife duo Malika Datt Sadani and Mohit Sadaani. The company was born from a personal need after the founders struggled to find safe, natural, and toxin-free products in India for their daughters, one of whom had a skin condition. Malika Sadani, an engineer and MBA graduate with a background in banking at ICICI, and Mohit Sadaani, with experience in consulting and retail, combined their expertise to address this market gap.

The initial mission was to create products of international safety standards that were accessible within India. They collaborated with scientists and experts across India, Australia, and Switzerland to develop their formulations. The business model is centered on a content-to-commerce strategy, primarily leveraging online channels and social media to engage with a community of mothers, understand their needs, and build trust. This customer-centric approach led the company to expand its initial focus from baby care to include products for prenatal and postnatal maternal care, addressing issues like postpartum hair fall based on direct feedback from their community.

The product portfolio is extensive, offering a range of skincare, hair care, and body care items. For mothers, this includes face washes, serums, stretch mark creams, and nipple butter. The baby care line features lotions, washes, diaper rash creams, and oils. A key differentiator is the brand's commitment to safety and transparency; products are marketed as being free from harmful chemicals like parabens and sulfates, and have received certifications such as Australia-Certified Toxin-Free™ and Made Safe™. Revenue is generated through the direct sale of these products via their own website and other e-commerce platforms like Nykaa, serving a wide geographical area across India.

The company demonstrated significant growth, raising a total of $15.3 million over six funding rounds, with lead investors including DSG Consumer Partners and Saama Capital. This trajectory culminated in an acquisition by The Good Glamm Group, which began with a majority stake in October 2021 for approximately $67 million and was completed to a full 100% acquisition. Following the acquisition, the founders transitioned out of their daily operational roles, and the brand has been integrated into the Good Glamm Group's larger beauty and personal care ecosystem, leveraging its content-creator-commerce model to drive further growth and international expansion into markets like the UAE.

Keywords: mother and baby care, D2C personal care, toxin-free skincare, natural baby products, prenatal skincare, postnatal care, Malika Sadani, Mohit Sadaani, direct-to-consumer, e-commerce beauty, Good Glamm Group, safe cosmetics, pregnancy care products, baby-safe toiletries, Indian skincare brand, online retail, stretch mark cream, diaper rash cream, natural hair care, chemical-free products