In the crowded personal care market, many skincare brands cater specifically to infants or adults. Yet, a significant void exists for children aged 4 to 12—a group whose skincare needs evolve beyond baby products but aren’t suited for adult formulations. Recognizing this gap, Gurugram-based startup Yellow Naturals, co-founded in 2023 by Pooja Dugar and Alok Nagpal, aims to offer natural, safe, and effective personal care products for kids in this underserved age group.
The Birth of Yellow Naturals
The inspiration for Yellow Naturals emerged from a personal struggle. Pooja Dugar recalls her experience when her daughter turned four:
“We were still using the same baby shampoo and body wash. But as she spent more time outdoors, her hair became dry, and the products didn’t suffice anymore. We tried everything—googling endlessly and exploring global markets—but found no viable alternatives.”
Dugar and Nagpal’s thorough research, including consultations with dermatologists and surveys of 50 parents, revealed a clear need for age-appropriate skincare and haircare. Many parents were resorting to baby products, adult alternatives, or imported solutions, but none offered the perfect balance of gentleness, hydration, and efficacy for kids transitioning to pre-teens.
A Team with Experience and Vision
Before founding Yellow Naturals, Pooja Dugar spent over 13 years in brand and lifestyle marketing, co-founding Rock Castle Entertainment Un-Ltd and managing campaigns worth Rs 175 crore. Alok Nagpal, with over 16 years of experience in marketing and operations, brought complementary expertise to the venture. Together, they envisioned a brand dedicated to solving the unique personal care needs of children.
Natural Ingredients, Safe Formulations
At the heart of Yellow Naturals is a steadfast commitment to safety and quality. Working with a formulation expert, their nine-member team spent nine months developing products free from harsh chemicals, toxins, talc, and synthetic dyes—key culprits behind skin allergies and irritation.
Manufactured in Himachal Pradesh, their current lineup includes:
Daily Cleanse Shampoo + Conditioner
Body Wash
Kid-friendly Nail Paints
The products range between Rs 500 to Rs 1,000, targeting kids and pre-teens aged 4 to 12. Yellow Naturals also offers a unique Kids’ Makeup Kit, featuring items like natural lip tints, balms, blush, and eyeshadows. Made with natural oils and butters, the makeup avoids toxins, allergens, and other harmful substances.
Dermatologically Tested and Certified Safe
All Yellow Naturals products are dermatologically tested and adhere to global safety standards. Fragrances used are International Fragrance Association (IFRA) certified, ensuring they are gentle on children’s sensitive skin.
Addressing a Market Gap
Despite existing players like Johnson’s, Mamaearth, Chicco, and Mothercare, Dugar points out that none have established a dedicated category for children aged 4-12. She explains:
“Parents face the challenge of navigating baby care brands that don’t address hydration and conditioning needs or adult brands with formulations too harsh for delicate young skin.”
Meeting Evolving Needs of Kids
With children today more active and exposed to outdoor environments, their skin and hair require hydration, protection, and nourishment beyond what baby products offer. Yellow Naturals fills this critical gap with a focus on evolving skincare needs during childhood.
“We aim to be a brand synonymous with safety, care, and natural solutions for children in this age group,” Dugar adds.
Looking Ahead
Yellow Naturals is more than just a product line—it’s a brand born out of parental concern and backed by expertise, research, and passion. As the startup grows, it hopes to create a lasting impact by redefining personal care for children and providing parents with trustworthy, natural, and age-appropriate solutions.
For parents overwhelmed by choices, Yellow Naturals emerges as a reliable partner, ensuring their little ones receive the care they deserve as they grow and explore the world.
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