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AAVRANI

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Sustainable, American-made skincare inspired by ancient rituals

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Why We Love AAVRANI

All hail the trusty jar of coconut oil. It seems to be the go-to quick fix for just about anything. Dead ends? Coconut oil. Age spots? Coconut oil. Dry skin? Coconut oil. Cuts, scrapes and scars? Coconut oil. (You get the idea).

Rooshy Roy grew up learning these tips and tricks from a young age, as a member of a tight knit Bengali community where plant-based oils were the solution to all sorts of beauty related ailments. Passed down from generation to generation, ancient Indian regimens provided her with radiant skin and long, healthy locks.
That was until she left home for college, traded in her grandmother’s remedies for non-natural products, and watched as her once vibrant reflection in the mirror started to fade.

Longing for her grandmother’s beauty brews and long-gone-glow, she decided to reclaim her roots, refine her neglected rituals, and share AAVRANI with the world.

The TL; DR

  • Sustainably made in the USA with clean and clinically-proven ingredients
  • Products formulated without mineral oil, parabens, sulfates, irritants, synthetic fragrances, or animal cruelty
  • Sales support young women’s education in India through their partnership with the Shanti Bha-van School

The AAVRANI Origin Story

Est. 2017

Reflecting on her initial inspiration, Rooshy states that some of her fondest childhood memories are of her grandmother massaging a mixture of egg whites, coconut oil, and castor oil into her hair while a turmeric-based mixture of raw honey, chickpea flour, neem oil, and coconut milk, soaked into the pores on her face. In awe, she would watch the transformative powers of these magical mixtures restore her hair and skin, and savored the tradition as a natural connection to her heritage.

Years went by, and the stressors of business school, paired with the air pollutants of NYC, left Rooshy longing for the lustrous locks of her childhood — so she decided to journey back to her roots and rediscover the Ayurvedic practices she grew up embracing.

In 2017, Rooshy met Justin Silver, at Wharton Business School, who had a background in consumer-focused investing and had experience building and scaling a Japanese-inspired skincare business. Rooshy questioned why there wasn’t a brand which reflected the skincare rituals of India. Over the next year, the duo worked relentlessly to develop AAVRANI.

The Science of AAVRANI

Enter “I-Beauty;” a category of skincare that focuses on age-old Indian practices, made accessible through clinically-proven science.

AAVRANI’s I-Beauty products—The Glow Activating Exfoliator, The Balance Restoring Serum, The Softening Hydra-Whip and the Eye Rejuvenating Elixir—include ingredients like organic turmeric, neem, jojoba, and raw honey to gently exfoliate and brighten the skin.

They also include a powerful collection of complexion-nourishing, natural ingredients such as tea tree oil, cucumber extract, chamomile flowers, and witch hazel — which repair and restore the skin’s moisture barrier.

While turmeric is a popular yellow herb commonly known for infusing our favorite savory curry dishes with a dose of spice, it’s also a potent powerhouse in their exfoliator as it combats hyperpigmentation and acne.

These all-natural solutions are the guiding principles of AAVRANI today and are inspired by nature’s cosmetic kingdom.

The Soul of AAVRANI

Philanthropy is a core pillar of the brand as they donate a portion of their annual revenue to the Shanti Bhavan School, empowering children from impoverished backgrounds with all of their classroom needs for a day. This partnership is their way of paying it forward as they believe education is the biggest form of empowerment.

Self-care meet unapologetic self-love. As a first generation Indian-American, Rooshy’s mission is to bring a renewed appreciation in diversity to the beauty industry. After years of trying to reconcile her two cultures, she has gained gratitude for her enriched dual upbringing and aims to evoke her authentic, unique identity in her brand. She wants people to feel that their ethnicity is seen, accepted and most importantly, celebrated.

Product Reviews & Unboxings

Shop Aavrani Bestsellers

AAVRANI

Glow Activating Exfoliator

$56$70(20% off)

AAVRANI

Balance Restoring Serum

$48$60(20% off)

AAVRANI

Softening Hydra Whip

$44$55(20% off)

AAVRANI

Eye Rejuvenating Elixir

$60$75(20% off)

AAVRANI

Complete Ritual Set

$200