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Published
Jan 21, 2021
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Asa launches with refillable, natural products

Published
Jan 21, 2021

Asa has launched online as a new Indian cosmetics and wellness brand with refillable packaging and natural ingredients. 

A model wearing Asa's new lip and cheek tint - Asa Beauty- Facebook

 
The new beauty brand has launched with a product range including lipsticks, cream correctors, concealers, powders, mascaras, and lip and cheek tints, among others, the brand announced on Facebook. Asa's new dedicated e-commerce store launched recently with free shipping across India. 
 
“The waste produced by the makeup industry has been overlooked for a long time now,” Asa’s founder, Asha Jindal Khaitan, told Vogue India, about her reason for launching the brand.

“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 brand also aims to make India’s beauty landscape more conscious, Asha Jindal Khaitan shared on her brand’s Facebook page. The brand’s tagline is "clean awakening" and it presents a natural and streamlined vision of beauty.
 
“We have done extensive research to ensure that our products can easily be reusable and refillable, time and again,” the brand’s co-founder, Sukriti Jindal Khaitan, told Vogue India.

“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.” 
 

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