Groom India-owned Naturals Salon has named cricketer Smriti Mandhana as the brand ambassador for its soon to be launched direct-to-consumer (D2C) skincare product range.

Naturals Salon will be entering the D2C skincare product segment in May 2024 and banking on Mandhana’s popularity to make inroads into this segment.

Commenting on the association, C K Kumaravel, co-founder CEO of Naturals Salon in a statement said, “Our venture into the skin care products realm signifies a pivotal stride towards our forthcoming era of portfolio growth. In May 2024, we eagerly anticipate unveiling our visionary business strategy alongside the esteemed presence of Smriti Mandhana, presenting our product brand to the world with newfound vigour and purpose.”

Smriti Mandhana added, “As someone who believes in the power of authenticity and self-expression, I am excited to embark on this journey with Naturals skin care beauty products and inspire individuals to embrace their natural beauty.”

Naturals Salon launched in the early 2000s and focuses on premium beauty care. It currently counts 700 outlets in India and plans to expand its brick-and-mortar presence to reach a total of 3,000 salon stores by the year 2025.