Asa Beauty teams up with artist Aneeta Malhotra for sustainable art workshop
Beauty brand Asa has teamed up with artist Aneeta Malhotra to promote sustainable living and teach workshop participants how to use old and expired makeup to create art.
Asa recently hosted a workshop on Instagram with Malhotra with the theme of ‘clean awakening’ to show its followers how to mix creativity with sustainable living, the brand announced in a press release on Thursday. The session saw Malhotra create art with old and unusable makeup to prevent it from going to waste.
“It is an honour to have joined hands with Aneeta Malhotra bring out the core beliefs and pillars of Asa as a brand- the philosophy of clean awakening and showcase her talent,” said brand founders Asha and Sukriti Jindal Khaitan in a press release.
“As thought leaders, we are beyond excited to inspire our audience on how to upcycle their old or expired makeup through a creative outlet. Our aim as a brand is to educate people on minimising the use of plastic and the package wastage generated by the beauty industry and leave a lasting impression on the environment with this live session.”
As the second wave of Covid-19 sees many shoppers continuing to stay home, brands are looking for inventive ways to reach them and keep them engaged. The increased focus on sustainability brought about by the pandemic has also led to many brands making more sustainable products. Since its inception, Asa has used vegan, 92% natural ingredients in its products, as well as refillable packaging.
“Partnering with Asa Beauty has been truly a creative and conscious awakening for me- from using makeup as an art tool to knowing more about the environmental concerns asa attempts at educating,” said Aneeta Malhotra. “I hope we have been able to show that art can be created with anything and to give some insights on choosing good for the planet.”
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