asa Beauty Celebrates Three Years Of Purposeful Luxury And Clean Awakening

asa beauty

In a world influenced by social media trends, where aesthetically pleasing packaging reigns supreme, asa Beauty leaves a lasting impression. From bullet lipstick to pot highlighters, everything looks and feels just right. But it’s not only about the visual appeal, it’s the fusion of form and function that sets this brand apart. Offering packaging that doubles as artistry while housing highly effective and conscious formulations, asa Beauty ticks all the right boxes.

Founded by a dynamic mother and daughter-in-law duo, Asha and Sukriti Khaitan desired to make luxury beauty purposeful and accessible. “asa is born with a resolve to alter the beauty landscape and familiarise the Indian woman with purposeful luxury that not only celebrates her but also the world we live in,” says Asha.


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The brand stands at the forefront of empowering women and advocating mindful consumption while challenging conventional beauty norms and championing sustainable practices. Their multi-use sticks, refillable packaging and vegan and cruelty-free approach speak to their ‘clean awakening’.

Clean And Conscious

At the heart of asa Beauty’s ethos lies a commitment to sustainability. With an extensive range crafted from 85% to 99% natural ingredients, each product is vegan, cruelty-free and sustainable.

The brand found that a woman uses sixteen products on her face every day. So, recognising the impact of excessive packaging waste, they lead the charge with refillable solutions, offering a breather from the tons of plastic waste piling up from beauty products all around the world.


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asa Beauty products use earth-friendly ingredients like aloe vera, bakuchiol, coffee oil, jasmine and rosemary while saying no to parabens, palm oil, urea, sulfates and synthetic fragrances among many others. Moreover, these clean products are cased in the brand’s distinctive ivory-hued, recyclable aluminium casing that ensures easy switches between refills.

Personalisation is key

Another facet of asa Beauty is the personal touches they add to product casings. Be it engraving of names, initials or messages, this makes the product all the more special, almost like a cherished keepsake. This ensures that refilling the same personalised casing over and over again doesn’t get boring. Moreover, they also have limited edition casings with beautiful floral patterns.


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Proudly Indian, asa Beauty celebrates diversity, entrepreneurship and self-sufficiency. With an unwavering commitment to ethical practices, the brand’s vegan products are PETA-approved. Continuing to expand their portfolio, they have recently launched their Face Sticks with SPF 15, Crème Highlighters, and Powder Blushes–all signifying a commitment to multifunctionality and sustainability.

asa Beauty is more than just a brand; it’s a community that embraces beauty in its most natural form.

Beauty Writer

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