Kumarika, a name synonymous with natural quality and innovation in hair care, marks its 30th anniversary. Since its launch in 1995, the brand has transformed from a local favourite into an international powerhouse, captivating consumers both at home and abroad with its signature hair oil, shampoo, conditioners and diverse product range. Kumarika also continues to capture markets across the globe with exports spanning more than 15 countries. The brand is not only a household name in Sri Lanka but also a celebrated ambassador of national excellence worldwide.
For over three decades, Kumarika has been a trusted household name in Sri Lanka. Established with a vision to revolutionize hair care, Kumarika has since become an essential part of daily grooming routines across generations and has been committed to excellence and the beauty of tradition. Additionally, Kumarika is participating at the legendary beauty expo, Beautyworld in Dubai, UAE and Saudi Arabia, in 2025. This sentiment has resonated with millions of Sri Lankans, establishing the brand as a cultural icon and a benchmark of quality in the haircare industry.
Kumarika’s success is not confined to its domestic market. Today, the brand’s signature hair oil is exported to over 15 countries, underscoring its robust international presence. Key export markets include Malaysia and Maldives, where Kumarika enjoys significant market leadership and Bangladesh, featuring a dedicated manufacturing plant that ensures impeccable quality standards.
Additionally, Kumarika is also exported to Malaysia, Maldives, Nepal, UAE, Oman, UK, Canada, Australia, Zealand and other diaspora and Island nations, notable markets where Kumarika’s reputation for excellence continues to grow. This success has been recognized with prestigious accolades, including the GOLD award for SLIM EXPORT BRAND of the year in 2019, and a similar honour from the National Chamber of Exporters, testaments to the brand’s contribution to Sri Lanka’s export economy to convince external stakeholders we must bring in the forefront the angle on Sri Lanka thriving on a building an export economy & brands that thrive to doing this must be supported for future.
Reflecting on the brand’s international appeal, Hirushi Fernando, Category Manager Hair Care from Hemas Consumer Brands remarked, “It’s not just about selling a product—it’s about sharing our legacy of nourishing souls and bodies through herbal care and we stand out due to our appearance, guaranteed results and brand promise. Kumarika has become a global ambassador for Sri Lankan excellence.”
Kumarika’s continued success is largely due to its dynamic marketing strategy and unique selling proposition. The brand launched a host of high-impact promotional campaigns to reinforce its image locally. One such campaign was the ‘Hair Play’ campaign, which offered personalised haircare experiences directly to customers via its mobile salon unit, the “Hair Play Studio”. The Hair Play campaign marked a significant milestone with the most distinguished relaunch of the Kumarika Shampoo Range. Through this relaunch, the brand adapted its shampoo range to meet consumer expectations, offering highly customized solutions for various hair care concerns. With a bold promise, Kumarika empowered consumers to play with their hair through styling treatments while ensuring that the brand takes care of their styled hair through repairing and protecting it. Additionally, the brand launched its BTL activation, ‘Hair Play Studio,’ to provide customers with a hands-on experience.
The initiative allowed customers to undergo a professional hair analysis, receive a customised hair wash with the new range of Kumarika shampoo and conditioner, and enjoy a personalised hairstyle. Additionally, Kumarika was the Platinum Sponsor of the UAE Kerala Premier League 2024 with the newly launched Kumarika Cooling Oils, and the Bombay Mydin Bombay Bazar Event Partner in Malaysia. The highly interactive campaign was well received, and helped reinforce the brands commitment to catering to diverse Sri Lankan hair types. These campaigns emphasize Kumarika’s role as a pioneer in the hair care industry and an innovation-driven brand that continually evolves while staying true to its core values of quality and reliability.
Innovation at Kumarika extends beyond product development. The company is heavily invested in research and development initiatives aimed at enhancing product formulations and developing sustainable practices. This forward-thinking approach not only fuels product innovation but also contributes to local employment and community development initiatives. Such initiatives are part of a broader strategy to ensure that Kumarika remains at the cutting edge of the hair care industry while also promoting social and economic development.
“The Kumarika team is grateful to both local and international consumers for believing in us and sticking in the brand to grow over the years and keep innovating new products aligning with customer requirements,” said Hirushi Fernando, at Kumarika.
As it enters its fourth decade, Kumarika reaffirms its dedication to excellence and innovation, ensuring that its legacy of beauty and quality remains a source of pride for Sri Lanka and a beacon of inspiration for consumers around the world. Looking to the future, Kumarika is poised to continue its legacy of excellence. Plans are underway to enhance local supply chain capabilities, ensuring that the quality of raw materials meets the brand’s high standards. At the same time, the brand is expanding its international presence into new markets, with targeted strategies to capture emerging economies in Asia and Europe.
About Hemas Consumer
Hemas Consumer Brands, a leader in Sri Lanka’s Home and Personal Care sector for 60 years, focuses on empowering families to aspire for a better tomorrow. The business takes pride in utilising local insights to innovate and develop consumer centric propositions that have helped establish their purpose led brands as trusted household names in Sri Lanka. Driven by its deep understanding of the Sri Lankan consumer and an unwavering commitment to delivering superior quality and value through its products, Hemas Consumer Brands continues to enrich the lives of communities across the country.
Photo Caption
Marking three decades of success, Kumarika continues to lead in natural hair care, growing its global footprint
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