1st July 2021, India: asa, India’s first luxury beauty brand is joining hands with celebrated artist Aneeta Malhotra to showcase ways of mindful living through a unique approach.
Being the leader in the clean beauty space in India, asa found a special way to introduce their audience to new and creative ways of sustainable living.
asa’s Instagram handle hosted an Art Workshop with Aneeta Malhotra and showcased how to upcycle one’s old/expired makeup and create a piece of art through it.
Inspiring the philosophy of ‘clean awakening’ in their audiences, asa has proved that it is more than just a beauty brand and able to become experts in mindful living and wellness through this activity.
Their brand pillars of Purposeful Luxury, Purposeful Beauty and Purposeful Living bring to you a balanced and a gratifying experience.
This was also an attempt at challenging the growing plastic and packaging waste generated by the beauty industry – instead showing how to make full use of one’s old and expired makeup.
Aneeta Malhotra, an artist and designer of 35 years, is an expert in Zen Doodling. She has been part of established organizations like the JJ School of Arts and several art colleges in New York.
With numerous achievements under her belt, Aneeta has been recognised with awards in the Asia Pacific region for the designing the iconic Taj Magazine, contributing to the beautification of the Mumbai Central Railway Station and to conducting art therapy sessions for cancer patients in New York’s Roosevelt Hospital.
Today, as a Buddhist practitioner, Aneeta finds a clean awakening moment in Zen Doodling, which is both therapeutic and meditative.
Commenting on the association, Founders of asa, Asha and Sukriti Jindal Khaitan said, ‘It is an honour to have joined hands with Aneeta Malhotra bring out the core beliefs and pillars of asa as a brand – the philosophy of clean awakening and showcase her talent.
As thought leaders, we are beyond excited to inspire our audience on how to upcycle their old or expired makeup through a creative outlet.
Our aim as a brand is to educate people on minimizing the use of plastic and the package wastage generated by the beauty industry and leave a lasting impression on the environment with this Live session.”
Aneeta Malhotra, artist, commented “Partnering with asa Beauty has been truly a creative and conscious awakening for me – from using makeup as an art tool to knowing more about the environmental concerns asa attempts at educating.
I hope we have been able to show that art can be created with anything and to give some insights on choosing good for the planet.”
About the brand
asa, India’s first luxury beauty brand with products that are more than 92% natural, refillable, vegan, and sustainable that gazes at beauty through the lens of mindful living and wellness.
A brand that brings together a formulation for the Global Indian, a quest for purposeful luxury — a lifestyle that begets goodness, with a brand that accentuates it.
With asa’s ‘Clean Awakening’ movement, the brand wants to create an experience for the Global Indian for a beauty they have always desired but never fully experienced.
A catalyst in creating a more aware way of being, asa goes beyond the perception of conventional beauty to create a world that is designed to constantly give back.
The face range of products includes shades of pressed Powder Foundations, Easy-Blend Concealers, Finishing Powder, Cream Correctors and Luminising 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 and all leading e-commerce retailer platforms.
The makeup ranges from INR 1750 to INR 2900 while the refills range from INR 1250 to INR 2450. A lifestyle that begets goodness, with a brand that accentuates it.
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