CLEAN BEAUTY IS becoming more and more prominent in the millennial beauty circuit, as the younger crowd warms up to non-toxic, environmentally-sound skincare products. Auli Lifestyle is the Kolkata-based beauty label, which is focusing on all-natural skincare and anti-ageing line-up, made with organic and versatile elements like honey, aloe vera, neem, eucalyptus, etc. “We should ideally not use anything that we can’t consume, on our skin and bodies. Our line-up is mainly made of elements which are safe to put inside your body as well, so you know it’s not toxic. In fact, apart from our bases, anything we put in our products is edible, be it coconut extracts or almond oil,” says Aishwarya Biswas, the mind behind the label. Aishwarya, who spent her teens in Kolkata, and went on to study in the USA, notably New York University, came back to India to pursue a corporate career but quickly realised she wanted to start something on her own. She came back to her hometown and started her label. Auli Lifestyle has some of the most functional products in its skincare range from facial gels, face mask, exfoliator, under-eye gels, after-shave gels for men, day and night creams, makeup setting sprays. Aishwarya informs us that honey and beeswax are two of the most consistent ingredients used in her line-up, and are sourced from Sunderbans. “Beeswax is the only natural and the best possible emulsifier which you can use in your skincare routine; we source it directly from Sunderbawns, from farmers’ collectives and smaller agencies. But we are now making some gel products which are beeswax-free, and are aqua-based, and also feature aloe vera, papaya, and natural extracts,” Aishwarya tells us. Auli’s aloe vera massage gel, titled the Magic Potion, is perhaps their most popular outing and was one of the first products which the label made for their natural skincare line-up, alongside some honey-based products. The Men’s Kit is one of the most effective, time-saving skincare package you can opt for. It consists of a neem and aloe vera face wash, a eucalyptus and almond oil exfoliator, and the aloe vera and Vitamin E massage gel.
“We get a lot of young millennial professionals who are interested to opt for a natural skincare regimen; people who are just graduating college or are starting a new career. But our anti-ageing range has found a huge response as well, as people have found it very helpful. We have a lot of customers over the age of 40, who keep coming back. Our Vitamin C serum is one of our highest selling products, we also have a 24-K gold serum, which is an oil-based, anti-ageing serum, a mild face oil, night creams etc,” Aishwarya remarks. On Auli’s website, you’ll also find bridal beauty kits, combination skin and dry skin ritual kits, rose petal oil, and also a very useful pamper hamper, which can make for a stunning care package or a gift. Aishwarya also reveals that her line-up is extremely economical, as making organic, clean beauty accessible to everyone has always been an agenda for her.