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New Zealand beauty brand Only Good has made its India debut with an initial range of seven hand and body wash products, marking its entry into the country's personal care market through online retail channels, as shared in media reports.
Owned by Apex Brands, the label is entering India through Kiwiyāna, the authorised distributor of its maker. Its products are available through the brand's direct-to-consumer website and Amazon India, with deliveries across the country.
The initial offering includes four variants: Coconut Milk, Sage & Lime Zest, Peach & Honeysuckle, and Cedarwood & Juniper. The products are certified natural by Biorius, according to the company.
Only Good's wider portfolio in New Zealand also includes refill products and baby care. However, the company has not outlined a timeline for bringing these categories to India.
The brand has not disclosed its investment in India, sales targets or plans for offline distribution.
Its entry comes as New Zealand businesses look to expand their consumer product offerings in the Indian market.
“With the India New Zealand free trade agreement now in force, I am glad to see New Zealand brands reaching Indian homes across more categories, including personal care. Trade between our two countries has already doubled since 2023, and expanding into consumer goods is a natural next step as commercial momentum builds,” Graham Rouse, Trade Commissioner and Consul General for India and South Asia at New Zealand Trade & Enterprise, said.
Sustainability is also reflected in the brand's packaging, which uses recycled and sugarcane-based high-density polyethylene (HDPE). The bottles feature artwork printed directly onto their surfaces, eliminating the need for separate plastic labels. Only Good also holds a FernMark licence, the New Zealand Government's mark of origin for eligible products.
