Rooshy Roy cofounded Aavrani to share the beauty rituals and traditions of Ayurveda in a way that's accessible and fun. The biggest challenge of the former, she says, has been the preparation and "gathering of each of the resources. We don't have access to quality Indian ingredients everywhere, and we don't all have the time to be mixing up our own stuff."
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That's why the brand's core products, like the best-selling Glow Activating Exfoliator, are inspired by recipes Roy's grandmother used growing up, incorporating common Ayurvedic ingredients like turmeric, neem, rose water, saffron, and more. The entire range is a nod to her heritage that she can incorporate into her daily routine.
"Ayurveda is such an important reminder that beauty is so much more 360 in nature and not just isolated to the product that we're using," Roy says. She drinks room-temperature water first thing in the morning to flush out toxins, hair oils weekly, and drybrushes her body before showers to help with lymphatic drainage and exfoliation. "You don't need to be an expert, and you don't have to do everything in order to start integrating its wisdom into your life," she says, noting that starting off your day with warm water is already integrating Ayurvedic practices into your life.
Aavrani is primarily a skin-care brand with editor-backed formulations, including the Healing Rose Clay Mask for breakouts and the Moisturizing Hydra-Cream for deep hydration (which "Real Housewives of New York" star Jessel Taank considers as a must have, too). But now, after three years of development, they are venturing into hair-care partnering with comedian and TV host Lilly Singh. "I always wanted it to be in skin, body, and hair because Ayurveda has so much depth across all those categories," Roy says. Rather than focusing on styling and quick fixes, she wants to highlight scalp care and overall hair wellness.
Beyond sharing her favorite Ayurvedic practices and the upcoming launch of Aavrani's hair-care line with Singh, Roy is dropping her current must-have products ahead.
