The brand launched in January this year with a product range including lipsticks, concealer, powders, and cheek tints.
Most notably, the brand uses a smart refillable and reusable system to minimise wastage and reduce plastic consumption.
The brand was founded by Asha Jindal Khaitan and her daughter-in-law Sukriti Jindal Khaitan.
Asha is a veteran in the health and beauty industry, who co-founded the nutraceutical brand Pure Nutrition. The family is also closely associated with the Jindal Naturecure Institute in Bangalore.
The duo developed the brand to bring local consumers quality products that they have experienced overseas.
“We’ve seen products of really good quality overseas. Unfortunately, India’s standards in terms of regulation are not so high, so the process of launching products is not so thorough. That’s why we decided to create a beauty brand with quality products as good as what we can find abroad,” said Sukriti.
Eco luxe
The founders also wanted to bring beauty consumers a sustainable product without compromising on luxury.
“Obviously, consumer behaviour has changed quite a bit after COVID-19. People have moved in the direction of being a lot more purposeful. It’s not just about looking out for yourself but being conscious about the path you’re taking,” said Sukriti.
Compared to other industries like fashion, Sukriti considers the beauty industry to be lagging behind in terms of sustainability and dealing with waste.
“[The beauty industry] is a huge contributor to plastic wastage and waste management issues in the world. We wanted to go down this path of combining utility, luxury and purposeful beauty. So, for us it was so important to make sustainability a major pillar for the brand.”
"make up" - Google News
April 01, 2021 at 08:35AM
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Refillable make-up: asa Beauty offers luxury without compromising on sustainability - CosmeticsDesign-Asia.com
"make up" - Google News
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