Quinoa, apparently, is not just a superfood you eat to adopt a healthier lifestyle anymore. It is actually one of the ingredients in a face wash made by Raw Nature, a Mumbai-based brand that retails grooming products for men. Founded by Sangita Desai, in April 2017, the company sells high performance, natural and cruelty-free products – like an indulgent gold clay body wash or even a bamboo charcoal and acai beard oil. “The raw materials are not there only as a claim. They provide maximum impact and performance,” says Desai, adding, “For instance, quinoa is a great anti-acne and an anti-ageing agent, while the clays provide a deep exfoliating cleansing to face and body.”
Going against the grain
Being one of the few women who ventured out into a line of grooming products targetted exclusively at men, Desai says that these products were designed keeping the Indian man’s skin tone in mind, addressing the ways climate, environment, and stress affect them. “There is a lack of emphasis on safety in men’s personal care products and the absence of grooming solutions for men’s specific skin and hair concerns tailored to India’s tropical climatic conditions — both of which Raw Nature Company’s products tackle,” explains the 55-year-old Desai, who was a fashion designer before she ventured into the grooming business.
Charcoal and clay cleanses
Packed with natural extracts, essential oils and bio-actives tested for maximum safety and efficiency, their product portfolio covers everything from hair waxes and night creams to beard washes and beard oils, apart from the standard shampoos and body washes. Not only are their products vegan, but they are also devoid of synthetic fragrances, making them safe for the skin, and the environment too. “Our bestsellers include the Gold Clay Body Wash, made of rare clays from Brazil, that keeps the skin hydrated. Or the Citrodora & Clarysage Oil that prevents hair fall and defends against premature greying. Additionally, we have the Charcoal Face Wash, where we use bamboo charcoal over coconut charcoal (blended with maize and quinoa) that exfoliates as it cleanses,” she says.
The main challenge of it all, Desai says, was to create a line that differentiates itself from the clutter. “It had to be a cut above the rest, but the challenge here was to deliver high performing products combined with deliciously affordable pricing. We had to go through 20 to 25 consumer trials and many product and ingredient changes before we could come up with a line that delivers its promise – a process that took us almost two years to get right.”
She also promises that there’s more to come. “The products were so well received that we got a lot of requests from women who wanted a range for them as well, and a unisex line was launched. There’s also a new range as well as add-ons in the current range in the next two quarters,” she signs off.
Available online.
Prices start: Rs 525 onwards.