Neeraj Biyani, the former Co-Founder of Paper Boat, along with Vikash Singhal, Mandeep Bhatia, and Eeti Sharma, have introduced Asaya, a skincare brand for individuals with melanin-rich skin tones, as stated in a press release.
“Building a brand takes time, but I firmly believe in Asaya’s compelling proposition, both in product and emotion. With Asaya, we aspire to empower women and men across India to challenge outdated beauty norms and really revel in the skin we are in,” said Biyani, Co-Founder of Asaya.
Conceptualized and formulated in Florida, Asaya offers a variety of products across several platforms, starting at a price of INR 449, and available on the brand’s official website, Amazon, Big Basket, JioMart, and Flipkart.
“Melanin-rich skin like ours is structurally different from other skin tones. For instance, it’s much more sensitive, and care for it needs to be hypoallergenic. At Asaya, we have tirelessly worked to ensure our formulae are melanin-first, and our products are designed for Indian skin’s specific needs,” said Dr. Arundathi Nagaraj, head – research board, Asaya.
Asaya presents its product line, categorizing them into two distinct categories: “under one sun” for sun protection and “running deep” for hydration solutions. The materials used in crafting these products are sourced from the USA, Europe, and Korea.
Currently, the skincare brand has secured approximately $0.5 million in funding from angel investors and its founders. According to the release, it has set a target to raise $1.2 million within the next 4-6 months.