Collection: Asaya

Asaya
  • Live It Up
  • It Is A New World
  • You Are Probably Shopping The Next Best Thing
  • The beautiful world of our melanin
  • Asaya
  • Live It Up
  • It Is A New World
  • You Are Probably Shopping The Next Best Thing
  • The beautiful world of our melanin
  • Asaya
  • Live It Up
  • It Is A New World
  • You Are Probably Shopping The Next Best Thing
  • The beautiful world of our melanin
  • Asaya

The beautiful world of our melanin

Skincare often ignores what our skin needs, focusing on Western beauty standards. Melanin, which protects and makes our skin unique, has been overlooked. It's time to reclaim its importance.

OUR JOURNEY

Asaya’s journey began when I, Eeti Sharma woke up to adult acne at 35. Expert advice and European products failed me. I realized my dusky, melanin-rich skin was missing from skincare formulations. It needs gentler nourishing actives, robust sun protection, and deep moisturization to prevent drying out.

Love letter snippets from Eeti

Our skin is our body’s home, an indelible part of our history, culture, and beauty. Growing up, I struggled with narrow beauty standards focused on my skin color, not its health. We often overlook the uniqueness of our skin.
At 36, I discovered that melanin drives my skin’s composition and needs. It protects us in our subcontinental environment. Asaya was born to give melanin its due recognition and ensure skincare is formulated for skin like ours.
Asaya celebrates who we are and who we’ll be, highlighting our multi-hued beauty. By sharing my journey, I hope to inspire everyone to embrace their skin, give it the love it deserves, and revel in its unique beauty.

Vouched for by Sthani

Asaya

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