Kavita Khosa, founder of Purearth sets a new standard for luxurious, ethical beauty practices
“The ex-lawyer poured her Ayurveda knowledge to create a ethical skincare and wellness brand”
Whether it’s the obsessive scanning of ingredient lists or taking on Instagram’s #ShopMyStash challenge, there’s no denying that green beauty practices are taking over our skincare routines. And Kavita Khosa’s brand Purearth sets the bar quite high. The ex-lawyer poured her Ayurveda knowledge into creating a natural, chemical-free, ethical skincare and wellness brand in 2012.
What sets Purearth apart? It’s the brand’s policy of doing good, while making you feel good. Khosa works very closely with women’s self-help groups in India to source potent ingredients at fair trade prices. Furthermore, in 2016, she set up the Pure Purpose Foundation that works towards harvesting rainwater, reforestation and building sanitation facilities in Maharashtra and Himachal Pradesh.
Very often, we hear brands making murky claims about their sustainability policies, but Purearth’s transparency along with its super-effective formulas have won us over.
ELLE: What’s your advice to a skincare novice?
Kavita Khosa: Honestly, drink lots of water, sleep well and look out for things like oats, almond oil and turmeric in your kitchen that can be added to your skincare. Don’t shun oils! I am an oil warrior, even though there’s an unfounded fear that they clog pores and cause breakouts.
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ELLE: Which skin superfoods will take over our shelves in 2020?
KK: Modern scientific research now sings praises of Indian ingredients, like amaranth and Indian senna that are the plant sources of squalane and hyaluronic acid, respectively. Then, there’s manjishtha, that’s making news for its intensely detoxifying and blood purifying powers.
ELLE: What’s next in the pipeline for Purearth?
KK: We just launched the Qing Face Cleansing Oil that nourishes and cleans skin. Very soon we will introduce the Sunseeker Protectant Veil Sun Lotion that fights UV rays and pollutants, and the Moonseed Pressed Serum Balm for dry skin and lips.
Kavita’s quick fixes:
Purearth Wild Rose Himalayan Mist, INR 2,700
Purearth Illumine Face Elixir, INR 8,200
“Brighten up dull complexion with the Wild Rose Himalayan Mist after using a few drops of the Illumine Face Elixir on your skin”
Purearth Kwansha Facial Beauty Coin, INR 4,000
“Keep acne away by pairing the Wild Seaberry Supercritical Oil with the Kwansha Facial Beauty Coin that draws out heat and promotes oxygen-rich blood flow”