The Epic Beauty Brand You Must Invest In, This Christmas Season
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The Epic Beauty Brand You Must Invest In, This Christmas Season

Organic Beauty
Lakshmi Devan
6 min read

The Epic Beauty Brand You Must Invest In, This Christmas Season

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Most of us are already aware, and bored perhaps, of the big names in the beauty industry who’ve ruled for decades. With the advent of the wellness revolution, people have slowly woken up to the importance of daily well-being practices - a key part of which is daily beauty regimen. Of course, you’ve heard the old adage, “you are what you eat”. Well, today we know better.

You are what you eat, what you think, how you feel, how much you sweat, what you drink, and most importantly, what you apply on your skin. Wellness is all-encompassing.

To reiterate how critical your choice of skincare/beauty brand is, let me give you an example. Nicotine patches are often the last resort for individuals trying to kick the butt. This small, square patch is to be stuck on skin like bandage and works by releasing nicotine slowly into the bloodstream -providing a steady, controlled dose of nicotine throughout the day, thereby reducing the effects of nicotine withdrawal.

So, if a patch put on the skin can release chemicals into the bloodstream, imagine what the layers of oil, serum, toner, day cream, night cream, sunscreen et cetera can do to your body, if they’re chock-full of dangerous chemicals like parabens, toluene, sodium lauryl sulfate, formaldehyde, triclosan and a myriad of others. Therefore, rethink what you put on your skin. Every product that reads, “for external use only”, still has an impact, internally.

Choose natural.

That reminds me:

There’s one such brand in India - nestled in the silent, lush, phantasmagorical foothills of the Himalayas, with echoes of streams and a view of snow – that is giving international brands competition with its 100% natural skincare essentials range. The brand is called Aerth Naturals. Here’s a glimpse of my interview with them:

Dhara Agrawal, co-founder, Aerth Naturals

Dhara Agrawal, co-founder, Aerth Naturals

 

Vidushi Agrawal, co-founder, Aerth Naturals

Vidushi Agrawal, co-founder, Aerth Naturals

1. Vidushi, tell me a little about yourself and what inspired you to create Aerth?


There is nothing very fancy about how we started Aerth, but the decision to do so was a very emotional one.

The journey began with the arrival of baby at home. We also came to know about controversies about the use of harmful chemicals in baby-care products of a reputed brand. So, we started to rely heavily on typical “gharelu nuskhe” and tried our hands at making various concoctions for balms, ubtans, oils et cetera.

With baby steps, from having our kitchen as our workshop, to making it a full-blown business; it’s been a roller coaster ride, but an emotionally satisfying one.

Ubtan Aerth Natural

2. What do you think makes Aerth unique?


There are many brands that do natural and organic products. We are also a beauty brand that deals in natural bath and body products.

What really makes us unique is our product line that has its roots in Ayurveda. Our packs (for hair, face, and body) have their recipes sourced from Ayurveda; we add a modern touch to these products, so that they appeal to the masses.

With our roots firmly laid in ancient Ayurveda, we are moving towards a healthier future.

3. Ever since you've been producing a fabulous line of products, are there any specific struggles you've faced?


Convincing people! That has been our biggest struggle.

Making the consumer understand that these natural products will offer comparatively slower results than chemical laden ones. Though the process may be slow, the results will be long-lasting. Sometimes, one may not see result in first use.

Convincing them to have patience and conviction for a natural care routine is always an uphill task, since a very limited audience really understand the concept of natural beauty.

4. Have you come across any widespread myth, when it comes to skincare that you've been trying to eradicate?

‘Face oils aren’t meant for oily skin and acne aren’t caused due to oils.’

Obviously, the blends of oil would be different for all skin types, the right oil can actually help balance out oil production and kick acne to the curb.

We recommend every one to try our kumkumadi face oil, that’s suitable for all skin types.

kumkumadi face oil

 

5. What's next? Tell us about your latest dry face wash and what we should expect to see from Aerth, in the coming years.


We firmly believe in the Ayurvedic principle, “Something that you can’t eat/consume should not be put on your skin.” Going forward, we really want to make a complete switch towards preservative-free products. All these new additions- hair balm and face wash, are our baby steps towards the ultimate goal.

The strong reason behind working on a dry face wash, was that it doesn’t need any chemical preservative to maintain its quality and integrity. It is a beautiful blend of rice flour, oats, clay, nuts, and flowers, that deep clean the pores and make the skin smooth.

And, all our products are tested on humans. We try them on ourselves and our extended family and friends, to monitor the results. Sometimes, we even end up honouring their feedback.

6. Lastly, where can I discover and buy your products?


We can be found on major online portals like Amazon and Nykaa. We are also available on Smytten. Based on skin problems, we recommend products via our Instagram handle.

And if all goes well, as planned, we will be up with our website by the end of this year or in the beautiful beginning of 2019.

This article is a sponsored feature for Aerth Naturals.

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