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Serving Purity on a Platter

Call them organic enthusiasts or nature’s darlings. They’re riding high on the clean-beauty wave with sustainability as their mantra. RACHNA VIRDI talks to founders of organic beauty brands on how they’re making the world a greener place to live in.


Ritika Jayaswal, CEO & Founder, Nourish Mantra

Ritika started her journey over a year ago to create unique and effective products. She travelled across India locating pure and exotic ingredients and then meeting Ayurvedic practitioners and informed experts to fine-tune the recipes. After over 500 days of research, Nourish Mantra was born – an ethically sourced, vegan brand that is free from harmful ingredients.

Q: What makes your brand unique?

A: Ours is an ayurveda-inspired natural skincare brand repositioning ancient wisdom for modern living. Our approach is to take ayurvedic formulations and recreate them to make them relevant in today’s lifestyle. Ayurveda originated 5,000 years ago, and in those times the skin did not have to face so much pollution, stress, screen-time, etc. which it does today. Hence, there was a need to modify this ancient practice to make it relevant for today. Our products are mindfully created using a mix of traditional ingredients with modern supplements to give you what your skin needs in today’s times.

Q: Your take on sustainable beauty.

A: The new decade will witness an ever-increasing focus on being more aware and investing in beauty products that are not only beneficial to your skin but the planet as well. We have made a conscious decision not to use microbeads or a synthetic SPF in our products as those are not ocean-friendly. Our moisturiser includes natural SPF like Titanium Dioxide and Zinc Oxide.

Q: How are customers connecting with organic wellness?

A: People started getting conscious about buying organic fruits and vegetables a few years ago, and soon the healthy eating wave made them realise that it is not only important to check what they digest, but also what they put on their skin. Skin is the biggest organ in the body and 90 per cent of what they apply on skin gets absorbed in their blood stream. This realisation started the ‘clean beauty’ wave and now people are increasingly adopting the holistic approach.

Q: One key takeaway from your brand.

A: We want every woman to believe in feeling beautiful and not just looking beautiful. Our products are curated to deeply nourish the body, mind and soul, because we believe how you feel on the inside reflects on the outside, and that is your skin.


Arthi Raghuram, Founder, Deyga Organics

Arthi’s journey has been challenging as it also revolves around spreading awareness about the need and worth of organic products. From the sourcing of raw materials which is only done by certified suppliers to the prepping of handcrafted products, the process undergoes a strict surveillance. Despite hardships, the one thing she never compromised on throughout the journey was purity. This serves the sole purpose of Deyga Organics.

Q: What makes your brand unique?

A: Our ethos and tradition make us unique. The ardent belief we hold of mother nature as the ultimate provider, a potent healer and a natural curer is beyond any artificiality. When it comes to products, we not only assure their production but also procure raw materials from Deyga Farms and also directly from farmers. The products are handcrafted; and the ancient techniques we incorporate during the entire process are inspired from our roots.

Q: Your take on sustainable beauty.

A: Anything that’s natural stays sustainable. Today, we can observe a hike in the usage of chemical treatments – for both skin and hair – by all, especially millennials. It gives instant results but it’s completely transitory. The actual process by the natural products which radically works on skin and hair takes time but it stays longer. It provides the nutrients your body needs without instilling even a tad of harsh chemicals. Natural products bring a change that’s procured from within – and not superficially; hence sustaining the natural beauty is something we really need to embrace.

Q: How are customers connecting with organic wellness?

A: Initially, when we commenced we were one of the few brands focusing on being natural and using organic ingredients. Today, we can see newer brands budding from every nook and corner of the country and promising the same. The demand for organic products lately can be a good instance, speaking about how people are getting aware of the goodness of natural products.

Q: One key takeaway from your brand.

A: I think, our ideologies, which are our foundation stones, must reach out to the world in order to spread and instill the belief about the potency of natural ingredients. In a world wherein chemically-induced products are preferred over natural products, we would be elated if we are able to overcome this belief through natural products and re-establish the faith of natural ingredients being the ace of cosmetic industry.

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For other articles on nature click the below links:

Nature Influencers

Making a Difference-I

Making a Difference-II

Making a Difference- III





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