GURUGRAM: Organic personal care brand Mamaearth has roped in actor Sara Ali Khan as the new face of the brand. She will be endorsing Mamaearth hair care range and advocate the goodness of its natural ingredients.

Mamaearth is a purpose driven brand for millennials who believe in choosing goodness for themselves and the environment. As a strong millennial icon with a fun, bold and authentic personality, Sara Ali Khan was a great fit for the brand, Mamaearth said in a press release. Sara is known to speak her mind and will truly believe in the brands’ purpose of Goodness inside.

Mamaearth co-founder and chief innovation officer Ghazal Alagh said, “We are a brand founded by millennials for millennials. As a purpose-driven brand, we intend to serve a greater goal along with creating great quality products that are safe and effective. Sara is a voice that the youth resonate with and we strongly feel that she would be able to advocate the brand’s ideology and further our cause.”

"Since I was a kid, my mother has been using onion oil, rice water, amla juice, etc on my hair. These kitchen recipes have always done wonders for my hair. When Mamaearth approached me to endorse their hair care range and I got to know that their products are inspired by traditional recipes using natural ingredients, I knew I had to partner with this brand. While they create great toxin-free products, what I love the most about the brand is their philosophy of Goodness Inside and their purpose of serving a greater good,” added Sara.