Unveiling Aminu: India's Clean Skincare Leaders

The Foundery: South Asian Innovators Shaping our World

The world of beauty is brimming with cultural richness, with ancient wisdom from Africa, Asia, Latin America, and the Caribbean shaping everything from ingredients to rituals. Yet, POC (People of Color) founders often go unseen in the mainstream beauty industry. The Foundery changes that narrative.

Here, we celebrate the visionary entrepreneurs of color transforming beauty, wellness and lifestyle on a global scale. Discover their stories, groundbreaking brands, and the inspiration they bring to the industry. Get ready to be empowered, enlightened, and introduced to the future of beauty – one innovative founder at a time.

While shopping for our skincare favourites wouldn’t we love a platform where our skin-type and skin needs are assessed first? I know that would.

Enter: Aminu. Bringing personal experiences into the blend of art and science, Aminu skincare is all about clean formulas. In an interview with Aman Mohunta & Prachi Bhandari we unravel the many layers and facets of clean skincare in India. The founders of Aminu have put purpose into every formula. Rather than chasing a trending ingredient or a ‘one stop’ solution for all skin concerns, Aminu puts forward the notion of addressing the underlying problem through thoughtfully curated and science-backed concoctions. To garner a healthy skincare routine and deliver targeted solutions, Aminu’s blends and brews are engineered with active ingredients, botanicals, herbs, essential oils, marine extracts and a lot more. Aminu’s skincare therapy is woven out of Mohunta and Bhandari’s passion, consistent endeavour and they have a pensive story to tell.

At The Beautiful Societies, we not only strive to bring you the best of beauty but also dispatch stories of beauty CEOs and gurus that are bound to enhance the way you perceive skincare. Below, we reflect on the story behind Aminu skincare and let you in on the best skincare tips from the experts.

Aminu's Journey From Inspiration to Innovation

On building a clean skincare brand in India, Bhandari recalls her journey of how it all began. “I became curious about the human body, medical science, and holistic health when my father battled cancer for several months. While I was by his side in hospitals across India, I firsthand witnessed how the combined power of the plant world and new advanced delivery technologies can create wonders. It had a profound impact on me and when I moved to Mumbai, I dived full time into cosmetology and alternative healing traditions and eventually started a holistic clinical spa, offering therapeutic skincare services”.

“This is where the idea of Aminu was born. I was driven by the desire to create safe and effective products and Aman envisioned sharing it with the world. For us skincare is very fundamental, and our products not only address specific skincare concerns, but also nurture and protect the skin using clinically proven, science-backed ingredients that are sourced from depths of sea, mountain tops or leading labs in Europe. And the best part? They're free from harmful ingredients, cruelty-free, and are environmentally friendly”, she iterates.

More often than not we come across beauty labels claiming to be natural, organic and clean but their authenticity is always questionable. Bhandari shares their collective experience in unwinding a clean skincare line-up which offers competent results. “Creating a clean and yet efficacious skincare line in India has been quite a journey – extremely challenging yet incredibly rewarding. It's been tough seeing many people struggle with sensitive skin issues due to unbalanced formulas and harsh quick fix ingredients. This inspired us to develop products that are safe, effective yet gentle, and kind to the environment”.

“Finding top-notch ingredients, being transparent, and navigating through regulations were no walk in the park! Fortunately, our dedication to educating customers and collaborating with experts really helped us overcome these challenges. Staying true to our values and prioritising quality and innovation has earned us the trust and love of our customers, making Aminu a leader in clean beauty. Our brand genuinely has clean standards, and we take pride in that!”, she adds.

Unlocking the Power of Clean Ingredients

Aminu’s product philosophy is all about natural ingredients in skincare. The conventionally used synthetic and chemical blends are tucked away, making way for top-tier, clean ones. Bhandari explains that, “At Aminu, we're all about harnessing the power of clean ingredients. We never settle for less and always have real, honest conversations about skin and skincare. We use high-quality, multi-functional ingredients, combine scientific knowledge with real-world insights to create skincare products that give you visible results and healthy skin. We're proud to use many clinically proven ingredients while also saying no to over 1350 not-so-friendly ones for the skin”.

Addressing Skin Concerns with Aminu Products

Your beauty roster deserves skincare whip-ups that aim to mitigate your skin’s hitches while being gentle. To declutter your beauty shelf and routine, it’s essential to focus on formulas that suit your skin type and provide deep-rooted solutions. “For us, skincare is an art of balance — natural and lab-made, effective and gentle, targeted yet versatile, joyful to use, and yet eco-conscious. It's all about finding the perfect balance for your skin, your life and the planet”, tells Bhandari.

She also reflects upon charbursting products straight from her skincare-desk and Aminu’s best-selling rack. “Our Copper Peptide Serum helps you maintain youthful and firm skin as you age. If you're looking to even out your skin tone and treat hyper-pigmentation, our Correcting Concentrate is the best serum for uneven skin tone, packed with gentle, multi-pathway ingredients to brighten and even your skin. The Longevity Serum is a must-have for comprehensive skin care, keeping your skin healthy and resilient”.

“ If you need hydration, firmness, and improved cell turnover, our Bio retinol Cream is one of the top-tier natural moisturisers for dry skin and just what you need for smoother, more radiant skin. Another one of my favourites is the nourishing Radiance Face Oil, keeping your complexion glowing and healthy. Furthermore, our Melting Balm Cleanser is a gentle yet effective cleanser that leaves your skin clean, without stripping away its natural oils. Lastly, for head-to-toe care, our Vitamin C Body Oil ensures that your skin stays moisturised and radiant”, she continues.

Get the Aminu Glow with these Pro Tips

For building a personalised skincare routine with Aminu, we turned to the founders in order to find out their skincare mantras.

Here's a peek into Aman and Prachi’s daily skincare rituals:

“As someone with very dry skin, my routine is all about protection, hydration and nourishment. It includes a Balm Cleanser, Correcting Concentrate, Hydrating Cream, and Radiance Face Oil for a glowing, nourished complexion”, tells Bhandari.

“Aman loves the simplicity and effectiveness of the AHA Face Wash, which gently exfoliates and cleanses his skin, followed by the Copper Peptide Serum to maintain healthy, youthful skin”, she adds.

Additionally, Bhandari explains an easy and effective way to curate your own routine with Aminu. She says, “start with our product quiz to find the best products for your skin needs and concerns. Incorporate these into your daily regimen, and soon you’ll experience the Aminu glow. For more detailed advice and tips, reach out to our knowledgeable customer care team”.

The Future of Aminu: Clean Beauty for All

Being transparent about their formulas, blends and source of ingredients, Aminu has yielded a community of conscious consumers who value their ethos and inculcate the many innovative products in their daily regimens. “Aminu’s vision for skincare is all about helping the users achieve healthy, radiant skin with a personalised skincare routine that fits their unique needs. Our website, blog, and customer service channels provide a product quiz, valuable skincare basics, ingredient benefits, and tips to create an effective routine. We love equipping beginners with the knowledge they need to make informed decisions about their skincare”, elucidates Bhandari. Moreover, this helps them lend the consumers a bespoke experience.

The future of clean beauty in India (and beyond) “shines brightly”, for Mohunta. “People across the globe sought cleaner and more efficacious products when it comes to skincare. This strives to put Aminu on a pedestal for a safe, clean and result-driven approach. We are continuously on an endeavour to make clean skincare accessible for all”, he continues.

“Aminu firmly believes in guiding the skincare newbies and skincare mavens through correct knowledge by experts. That’s why we offer free and personalised consultations via our website. As we grow, even on the ground, we ensure that our salon partners share our credence towards the importance of skincare and clean formulas, and eventually guide the consumers with streamlined ideals and methods”, he adds.

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