#CleanAwakening: Clean ingredients meet Clean intentions

Sukriti and Asha Jindal Khaitan - asa

Mumbai, 15th January 2021: ‘#CleanAwakening’, asa’s brand philosophy aspires to translate into a movement.

It is an act of consciously choosing the greater good over oneself. And asa’s wide array of carefully crafted and authentic products want to be the catalyst that guide people in this direction.

These products are 92% natural, vegan, refillable, sustainable, free from animal cruelty, and to sum it up, here to disrupt the Indian beauty landscape. 

The brand speaks to today’s modern Indian woman who is committed to living a well-informed and fast-paced life, someone who loves luxury but not at the cost of others.

She is a woman of compassion, a thought-leader who is mindful of associating with brands that make her feel good, even on the inside – she is the asa woman 

The brand’s core values of Purposeful Beauty, Purposeful Luxury, and Purposeful Living, are reflected in their products that are consciously created, carefully crafted and visually beautiful. 

Myriad product researches and stringent quality control tests have been conducted to make sure that these products stand true to their ideology.

The brand also wants to provide actionable solutions, and thus brings to you EcoCert certified ingredients, and sustainable packaging made from aluminium that’s 99% recyclable.

Another conscientious and noteworthy step to reduce waste production is the initiative to launch refillable packaging for the entire asa range, still a novel concept in the Indian beauty industry.

All these are just evidence that asa, as a brand, is not just careful about the ingredients that go into their products, but also focus on how they are formulated, packaged, shipped and eventually how they can be absorbed back into the environment. 

asa is the brainchild of Asha Jindal Khaitan & her daughter-in-law Sukriti Jindal Khaitan -two modern, independent, and creative women who walk the talk.

Both of them believe in holistic wellness and mindful living, consciously practicing the same even in their everyday lives.

The two have been closely associated with the Jindal Naturecure Institute in Bangalore and so bring relevant first-hand expertise coupled with years of experience to the table. With asa, they wish to create a world where luxury is sustainable and purposeful.  

They also aim to truly create impact in society by donating 5% of asa’s proceeds to the Naz Foundation that relentlessly works towards empowering young women through sports education. 

About the brand

The skin range of products include shades of pressed foundations, easy blend concealers, finishing powder, cream correctors, highlighter and luminescing powder. For the lips, there’s a range of hydra matte lipsticks, crème lipsticks and exclusive lip & cheek tints.

And to top it all, there’s the everyday mascara for the eyes. Needless to say, refillable packs are available for all the products. The entire brand range is available on www.asabeauty.com & Nykaa.

The makeup ranges from INR 1750 to INR 2900 while the refills range from INR 1250 to INR 2450 . 

asa is not just another luxury beauty brand, but it’s the answer to the global Indian woman’s quest for purposeful luxury. 

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A lifestyle that begets goodness, with a brand that accentuates it.