The personal care industry in India has undergone a significant transformation due to increasing consumer awareness regarding health, safety, and environmental sustainability. Consumers are gradually shifting from chemical-based products to natural and eco-friendly alternatives. In this context, Mamaearth has emerged as a popular brand offering toxin-free, cruelty-free, and sustainable personal care products. The brand has gained strong market recognition through its digital-first approach, influencer marketing, and emphasis on transparency and natural ingredients.

This study aims to analyze consumer buying behaviour towards Mamaearth products by identifying the key factors influencing purchase decisions. It focuses on variables such as product quality, price, brand awareness, promotional strategies, and eco-friendly perception. The research also examines the impact of social media and influencer marketing on consumer attitudes and buying intentions, particularly among younger consumers.