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Our Philosophy

We strongly believe in sustainable beauty, and in our eyes, Indian skincare rituals inherited sustainability in the foundation. That's why we formulate in-house using the purest, most potent, green, and naturally derived Indian ingredients based on sustainability. As a brand, we believe that we are responsible for helping educate consumers on what is (and isn't) in their products; in-house manufacturing practice gives us full control. That's why we are grateful to provide affordability and transparency in our consumers' skincare products.

We provide full ingredient lists, scientific backings, our ancient Indian belief, and concentrations of actives for complete transparency on our formulas.

Our natural skincare products will be forever vegan, cruelty-free, and sustainable. Our natural skincare products will forever be vegan, cruelty-free, sustainable, and free of the following ingredients. 

  • Parabens

  • SLS + SLES (Sodium Lauryl Sulfate and Sodium Laureth Sulfate)

  • Phthalates

  • Phenoxyethanol

  • Toluene

  • Mineral Oil

  • Ethylenediaminetetraacetic Acid (EDTA)

  • Formaldehydes & Formaldehyde-releasing Agents

  • PEGS (Polyethylene Glycols)

  • Plastic Microbeads

  • Artificial Colorants/Flavours

  • Plastic Microbeads

  • Artificial Colorants/Flavours

Image by Sarah Dorweiler

What is Sustainable Beauty for us?


Protecting natural resources for present & future

When we see secure nature/ecological connections between beauty care products’ ingredients and the environment, it means that our brand is on the path to sustainability.

In a more elaborative way, during our process of skin care or haircare formulations, we take a look at the concept of minimizing the adverse impact on the environment as well as not compromising the quality or quantity of natural resources for our current and future generations. That’s how we curve our way to becoming a more sustainable and greener brand. We are also here to solve major environmental issues such as water pollution, air pollution, and the energy crisis.

Freedom to develop new products

Our decisions are more intuitive than calculative. This approach will push our brand to explore more ideas beyond traditional practices.

Effective & safe products

We also evaluate our term "sustainability" in terms of  safety and effectiveness. The safety of customers and supply chain personnel needs to be a priority. That’s why we touch on everything from the harvesting of natural ingredients and product development to the way people consume that product.


As a sustainable brand, we want to engage in fair-trade practices as well as develop the highest community engagement level throughout their products' life-cycle.

So basically for us, sustainable beauty is balancing three needs: ecological health, economic vitality, and social equity.

These are known as the 3 Es, which are also called the 3 Ps: people, planet, profit.

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