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Est. 2020

Modern views. Ancient muse.

An Nyc edit, narrated in indus ink.

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Clean, Green and Everything In-between

BY Love, Indus | PUBLISHED ON August 27, 2021

Our view on Clean and Conscious Beauty

You often hear “Clean Beauty” and “Conscious Beauty” used interchangeably.  And that’s perhaps understandable given there’s no agreed definition of the terms.  But before we dig into how we think of these two (similar but different) concepts, and what they mean to us - some context first.

Skincare products in the US are regulated by the FDA (Food & Drug Administration).  Perhaps because they’re more focused on the food and pharmaceuticals areas of their remit, they have historically taken a lighter touch in their regulation of the skincare industry.  It almost feels like they’re reactive vs. proactive (nothing wrong with that) in that they seem to wait for a problem and then fix it.  A case in point is the FDA’s list of specifically prohibited skincare ingredients – it has 11 (eleven, not a typo) names on it.  By contrast, the EU’s list of prohibited or severely restricted inputs is over 1,300 ingredients long!

Against that backdrop, it’s no surprise that extremely knowledgeable consumers started digging deeper to understand more about what they were putting on their skin.  What they found surprised them – several popular products were rife with carcinogens, skin irritants and assorted other harmful ingredients.  The earliest clean beauty brands were invariably founded by consumers struggling to find products that were safe and wouldn’t irritate their (or a loved one’s) skin. 

The idea caught on pretty quick and with the explosion of interest in Clean Beauty, you had a plethora of opinions on what is, and isn’t, clean.  Some consumers conflate clean with natural and/or organic.  We do not as (a) not all manmade ingredients are bad for you and (b) there are several natural or organic ingredients that can irritate your skin.   

We have reviewed the science and standards established by leading Clean Beauty brands and retailers in coming up with criteria we feel best addresses consumer concerns by avoiding harmful ingredients while at the same time ensuring that whatever we make is highly efficacious. 

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“Conscious Beauty” as a concept has caught on in recent years.  Its relevance seems to have grown in lockstep with the rising awareness of ESG (Environmental, Social and Governance) issues in public life.  Historically, businesses (and skincare companies were no different) aimed to maximize profit whatever the cost – palm oil from illegally cleared forests, minerals mined with child labor, products tested on animals – nobody cared to ask so long as the price worked. 

Once again, it was indie beauty brands that led the way in pushing the industry to think of these matters.  For us, the idea of consciously sourced inputs (ingredients, packaging etc.) is central to our ethos.  We have thoroughly investigated every one of our suppliers to ensure they all use sustainable, non-abusive and non-harmful practices in their production processes. 

One other idea that is central to who we are is “Celebratory Beauty” – in that we celebrate the diversity of our customers, partners and teammates. We celebrate (and pay homage to) the culture and practices of the regions that gift us bountiful botanicals and minerals. And we celebrate innovations and tech solutions that allow us to bring potent potions and sensorial experiences to our consumers

In a nutshell, the promise we make to you is that all our products are:

  • Clean and do not contain any harmful ingredients/ toxins
  • Consciously made in that you will never have reason to feel guilty about using them; and
  • Celebratory as they are made for all to enjoy – like a much-deserved gift to yourself.


Amrutini® Collection

The Collection

$285 • (Value $365)

The Amrutini® collection consists of:
1 X Precious Potion Vital Cream (50ml): A daily-use, soft moisturizer
1 X True Brew Transforming Serum (30 ml): A daily-use, silky nectar
1 X Overnight Oasis Luminosity Dewdrops (30ml): An elixir that works while you sleep, to restore skin radiance and health.

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