New brand Avya focuses on South Asian skin

By

Isabelle Crossley

Published
Aug 23, 2019

New skincare brand Avya is widening its product selection and has created a skincare brand that caters specifically to South Asian skin. 

Avya, which means “first rays of the sun” in Sanskrit, was recently founded by Deepika Vyas and Dr Tanuj Nakra as a skincare brand to cater to women with darker skin, specifically South Asian women. The brand is at the head of a new movement in the global beauty industry towards catering to a more diverse market. 

“Historically, most skincare lines have not focused on melanin, effectively ignoring one of the central concerns of people with darker skin,” the brand’s co-founder and head of product Dr Tanuj Nakra told Vogue India. “My clients with darker skin are primarily concerned with adult acne and irregular pigmentation… This is different from the skin worries of caucasians, who are focused on preventing and reversing skin ageing, such as fine lines and wrinkles.” 

Some of Avya’s products currently include a cleanser, moisturiser with SPF, night cream, eye cream, and anti-aging serum. The products feature clean, white packaging with rose gold-coloured caps and lettering to create a modern, luxury aesthetic. 

The brand spent six years developing its current product selection. “Our ingredients and technology uniquely address skin’s melanin cycle, sebum production, cell turnover and texture, creating a real option for women with higher melanin levels, or anyone who wants smooth, luminous skin,” said Nakra.