Amway enters herbals space

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NEW DELHI: The India arm of the $8.6 billion direct selling company Amway Corp, which sells a range of personal care and household products, has entered the rapidly growing herbals skincare market, its first such brand in the category. 
 
“We are watching this space very closely and could extend other brands to the herbals space. Indian consumers are increasingly orienting themselves to herbal products and the new range will be among our growth engines in the coming year,” ” Amway India chief executive Anshu Budhraja told ET. The company, which makes and sells Nutrilite health supplements, Artistry make-up and Satinique shampoo, has extended its home-grown Attitude brand to the herbals beauty-care space. 
 
At over Rs 2,000 crore and estimated to be growing rapidly at 15-16%, the herbals skin care category has seen a slew of global companies including Hindustan Unilever and L’Oreal entering this space over the past two years and competing for market share. 
 
Budhraja said the Attitude brand could be moved to the herbals range entirely over the long term. The company would also explore taking the herbals range to its global markets after drawing learnings from India, he said. 
 
The company had extended its Nutrilite brand to a traditional herbs range earlier this year.