22, January: Realising the need for natural products, Asa has launched online as a new Indian cosmetics and wellness brand using the refillable packaging and natural ingredients. The product range of the new beauty brand includes lipsticks, concealers, mascaras, lip & cheek tints, cream correctors among its other wide variety of products. The newly launched brand Asa is a dedicated e-commerce platform and is providing free shipping all across India.

Sharing her take on why she decided to launch the brand, Asa’s founder, Asha Jindal Khaitan quoted, “The waste produced by the makeup industry has been overlooked for a long time now which is why creating an option that is meant to last, rather than just being for a one time use, was the need of the hour.”

The co-founder of the brand, Sukriti Jindal Khaitan, told Vogue India, “We have done an extensive research to ensure that our products can easily be reusable and refillable, time and again. We chose aluminium for our casings along with a coating that not only looks good, feels good to touch but also offers resistance to the metal, to ensure that the quality of the packaging is not affected due to external environmental conditions.”

Also read: Designer Kunal Rawat launches a unique collection with the concept of ‘Solar’



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