Is Indian Skincare Getting the Love It Deserves? A Chat with Eeti Sharma of Asaya
Written by: Alvira Dsouza
Talking about our melanin.
The Foundery: South Asian Innovators Shaping our World
The world of beauty & wellness 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.
India, with its rich heritage of beauty rituals passed down through generations, is like a hidden gem waiting to be discovered in the global skincare space. The only catch? Indian skin isn’t one-size-fits-all. From the chilly, dry northern winds to the sizzling, humid southern air, our skin faces a cocktail of challenges. Throw in the breadth of melanin-rich skin tones we’re all proud of, and suddenly, skincare feels like a science experiment. What works for someone in Delhi might not work for someone in Chennai, right?
That’s exactly where the magic of homegrown skincare brands comes in - brands that truly understand the intricacies of Indian weather, skin types, and, let’s be honest, our sometimes unpredictable environment.
Enter Asaya, a brand born from the mind of Eeti Sharma, whose mission is to create skincare that celebrates the complexity of Indian skin—especially melanin-rich skin. No more worrying about products that don’t gel with our climate, or solutions that don’t take pigmentation and sun protection seriously. Asaya is here to cater to our skin's needs, keeping in mind the best ingredients for Indian skincare routine.
At The Beautiful Societies, we’re always pushing to uncover brands that cater to the needs of skin of colour by putting us first from the beginning of the process i.e. in their research and innovation process. We also love brands who go the step further which is factoring in the climate-driven needs for those who live in the Global South and also being reasonably priced which means more people can access premium skincare options.
So we’re speaking to Eeti Sharma, the founder of Asaya, a skincare brand created for Indian skin and she talks to us about why her brand is making waves and the science and innovation behind the products.
Eeti Sharma on Building Asaya, a Skincare Revolution for India
In the process of trying to cure my adult acne, I had turned to European skincare solutions and none of them worked for me. I realized that these generic products were not formulated for my skin tone and environment.
At that moment the huge gap in skincare formulas and the market became clear to me. Asaya was created to bridge that very gap, it is a researched initiative determined to bring forth melanin-first imagination, conversation, and formulations that have sorely been missing in the world of skincare.
How Asaya Bridges the Gap in Indian Skincare
Melanin-rich skin is structurally different from other skin tones - it is prone to dryness, hyperpigmentation, and post-inflammatory scarring. Asaya’s products are formulated with the unique composition of melanated skin in mind, addressing hyperpigmentation in Indian skin. We try to make skin-loving products that help deal with the common misconceptions about Indian skincare. After extensive research we have developed our patented technology ‘MelaMe™’ that powers our hyperpigmentation range - Unfiltered Views which offers Cleansers, Moisturisers, and Serums and is growing rapidly. Our hydration range Running Deep aims at barrier repair while being gentle on the skin.
One of our cult-favorite products, Running Deep, is powered by Pentavitin™—a moisture-retaining technology that locks hydration into the skin for up to 72 hours. This advanced formula not only supports the skin's natural pH balance but also addresses the unique skincare needs of Indian skin, which is influenced by melanin production and the harsh Indian climate. Infused with the brightening properties of Vitamin C, Running Deep helps even out skin tone, promoting a radiant complexion while keeping your skin deeply hydrated and nourished.
Empowering Indian Consumers Through Informed Skincare Choices
Our research process always begins with understanding the consumer. We take the time to assess their concerns, triggers, and experiences, as well as the gaps they’ve encountered, if any, with existing products.
From there, our R&D team develops a precise brief by choosing the right high-performing actives and ensuring the stability, safety, and synergy of all ingredients to deliver effective results. We also prioritize non-greasy textures to suit melanin-rich skin needs, and exclude all toxic ingredients, thereby creating safe and highly effective formulas, especially for concerns like hyperpigmentation and acne.
Asaya is committed to building confidence with healthy skin by ensuring that our products are suitable for various skin types, tones, and concerns. Education is key in Indian skincare routines, and we believe in empowering our users with knowledge about ingredients, formulations, and the importance of consistent care. By combining science with mindful formulation, Asaya nurtures your skin to achieve balance, hydration, and overall wellness.
“Asaya’s focus is on using the best ingredients for Indian skincare routines, like bio-mimicking hydrating agents, antioxidants, and brightening actives, which effectively balance skin tone and texture. With an emphasis on hydration, gentle exfoliation, and skin barrier support, Asaya delivers skincare that nurtures, brightens, and enhances the natural radiance of Indian skin.”
A Look at Asaya's Innovative Skincare Products
At Asaya, we incorporate bio-mimicking hydrating agents and emollients that provide deep moisture and effectively seal it in, making our products particularly beneficial for Indian skin. Our advanced delivery mechanisms ensure hydration penetrates the deepest layers of the skin, offering long-lasting benefits. These formulations are designed to address the unique needs of Indian skin, which can often experience dryness or uneven tone due to environmental factors.
We also understand the importance of balancing potentially drying actives, like exfoliants, with supplementary hydrating agents to maintain optimal skin health. This approach not only nurtures the skin but also promotes its natural radiance, empowering individuals to feel confident in their skin.
The Rise of Indian-Centric Skincare
An immediate area of focus for the brand is the ubiquitous concern of dark spots and hyperpigmentation triggered by issues like acne, age spots, and other trauma to the skin. In order to tackle this we have developed our highly effective, patented technology MelaMe™. We have incorporated MelaMe™ across a variety of product formats such as moisturizers, serums, and face cleansers that allow simplified and consolidated care for hyperpigmented skin.
As the Indian beauty industry grows rapidly, Asaya is at the forefront of creating skincare tailored to melanin-rich skin. Formulating for Indian skin tones comes with unique challenges, such as addressing hyperpigmentation and ensuring deep hydration without clogging pores. Asaya’s focus is on using the best ingredients for Indian skincare routines, like bio-mimicking hydrating agents, antioxidants, and brightening actives, which effectively balance skin tone and texture. With an emphasis on hydration, gentle exfoliation, and skin barrier support, Asaya delivers skincare that nurtures, brightens, and enhances the natural radiance of Indian skin.
After talking to Eeti Sharma, it’s clear that Asaya is not just another skincare brand—it’s a brand that understands the unique needs of Indian skin, from north to south. By blending ancient Indian skincare traditions with modern science, Asaya addresses the specific challenges posed by our country’s diverse weather conditions and melanin-rich skin. Whether you're dealing with dryness, acne, pigmentation, or the harsh effects of pollution and UV exposure, Asaya offers products that cater to your skin's every need.
For those seeking a skincare routine that truly understands the nuances of melanin-rich skin and the diverse climates of India, Asaya is undoubtedly a brand to watch.
