February 15, 2022: Honasa Consumer Pvt. Ltd. (HCPL), parent company of D2C brand, Mamaearth has acquired BBLUNT. The Mumbai-based premium hair care, hair color and styling products brand was taken over from Godrej Consumer Products Limited (GCPL). Mamaearth, from here on, will overlook the BBlunt’s hair care and styling products business. On the other hand, BBlunt’s salon business will continue to function as a separate entity. The decision came after BBlunt suffered a loss due to COVID-19 pandemic.

BBlunt was founded by Adhuna Bhabani and Ashoke Bhabani and has had a successful run in the hair-styling industry for over two decades. Post the new development, Adhuna, Osh Bhabani and Avan Contractor will take upon the responsibilities of creative directors. Spoorthy Shetty is the Chief Executive Officer. The deal was sealed at approximately Rs 134 crore as told by Mamaearth co-founder and chief executive Varun Alagh to ET.