Mensa Brands, India’s first tech-led house of brands, has acquired a majority stake in Florona, a digital-first aromatherapy brand.

Florona, launched by Aayush Gupta, is a digital-first personal care brand that offers aromatherapy and natural personal care products. The brand offers more than 70 types of natural oils, including essential oils for diffusers, as well as cold-pressed carrier oils.

Mensa Brands | Building Global Digital-first Brands

Founded by Ananth Narayanan, Mensa Brands builds global digital-first brands by partnering with the right founders and investing in their business. The startup scales brands leveraging its expertise in eCommerce, technology, marketing, category management & demand planning.

Mensa Brands invests in and helps scale up digital-first brands across diverse categories, including fashion and apparel, home and garden, beauty, and personal care.

Speaking on the development, Ananth Narayanan said, 

“We are elated to welcome Florona into our growing digital-first house of brands. The natural personal care market is growing exponentially across the globe, and together we are building a leading brand in the segment. We are confident that with our technology, operations, and digital-brand building expertise, we can grow the brand 10X in the next five years.” 

The team plans to launch a range of aromatherapy bath products and natural skincare and haircare solutions, expand its presence to new markets and build a tech-led global supply chain to best serve our consumers, Ananth added. 

Aayush Gupta launched Florona with a vision to create an international aromatherapy brand of Indian origin.

Talking about the deal with Mensa, Aayush stated, 

“We couldn’t be more excited to partner with Mensa in our journey to make Florona a global household name. I believe it is the perfect time to build a world-class personal care brand from India, and with the Mensa team, we are primed to achieve our goal.”

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