India, 28 October 2026: Nat Habit, one of India’s fastest-growing personal care brands, has expanded its baby care portfolio with the launch of Fresh Maakhni, a new range of nourishing cleansers built around the promise ‘Safe. Gentle. Baby Approved.’ Going beyond a gentle wash, the range is designed to cleanse while also nourishing and protecting a baby’s skin, scalp and hair.
Gentleness is non-negotiable in baby care. But parents today are also paying closer attention to what goes into the products they use on their children and what those ingredients do. Nat Habit’s approach pairs familiar Indian ingredients with contemporary formulations, bringing nourishment into a routine as basic as the daily bath.
Fresh Maakhni takes inspiration from makhan and maakhni chaach and follows a simple formulation thought; ‘Powered by Buttermilk. Protected by Butters.’ Buttermilk, a natural source of lactic acid, helps cleanse without stripping natural oils, while plant butters help retain moisture and softness. The range includes Coco Brahmi Baby Shampoo, Almond Oats Vit-E Head-to-Toe Baby Wash and Olive Calendula Baby Wash, with ingredients such as coconut, brahmi, almonds, oats, shea butter, olive, calendula and chamomile.
Nat Habit will soon expand the baby cleansing portfolio with Fresh Ubtan, inspired by the traditional baby ubtan and designed to bring the familiar ritual into a convenient, ready-to-use format. The upcoming range will include Grain & Gram Fresh Ubtan Baby Wash, with besan, moong dal, masoor dal, raw milk, turmeric and fresh aloe, and Milk & Nut Fresh Ubtan Baby Wash, with raw milk, almonds, rolled oats, fresh aloe and nourishing oils.
Each Fresh Maakhni product is 100% natural and pH 5.5. Dermatologist- and pediatrician-tested, the cleansers are tear-free and non-irritating, making them suitable for a baby’s everyday cleansing routine.
Commenting on the launch, Swagatika Das, CEO & Co-Founder, Nat Habit, said, “Baby care is a category built on trust, and one where we see significant long-term potential. With Fresh Maakhni, we are introducing a more complete approach to everyday baby cleansing; one that nourishes as well as cleanses, using ingredients Indian families have relied on for generations. This launch is the first step towards building a comprehensive baby care portfolio, which we will continue to expand with Fresh Ubtan and other formats as we bring our Fresh Ayurveda philosophy to new needs and routines for our consumers.”
The new Fresh Maakhni baby cleansing range is now available on Nat Habit’s official website.
Instagram Link to the launch video: https://www.instagram.com/reel/DfBr4nUTWio/?rpxt=M2t1bWdycnYwN2h1
About Nat Habit
Founded in 2019, Nat Habit is an Indian direct-to-consumer beauty and personal care brand built around the philosophy of Fresh Ayurveda. Combining traditional Ayurvedic wisdom with modern science and leveraging its in-house R&D and manufacturing capabilities, the brand offers fresh, plant-based formulations across hair care, skin care, body care and baby care. Guided by its philosophy, “Breathe Life,” Nat Habit focuses on bringing freshness, efficacy and ingredient-led innovation to everyday personal care routines. Having served over 60 Lakh Households across India, the brand is backed by investors including Trident Growth Partners, Bertelsmann India Investments (BII), Fireside Ventures, Peak XV Partners, Amazon India Fund, Mirabilis Investment Trust and Sharrp Ventures.
