Mamaearth is an Indian brand located in Gurugram, Haryana that claims to be Asia's first non-toxic brand. It produces organic products that are certified safe and made from natural ingredients for babies, mothers, and families. Mamaearth recently launched a campaign called "Beautiful Indeed" to challenge conventional notions of beauty and show that genuine kindness is what makes people lovely. The campaign video features a mother teaching her daughter that inner beauty is more important than outer appearance. It received over 54 million views and helped expand Mamaearth's social media following significantly.