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Meet the Brand

AAVRANI

Aavrani wants you to take pride in your natural beauty and culture. As a kid, founder Rooshey was shamed into dissociating from her Indian roots, bouncing more towards American practices. But as she grew up, Rooshey became more and more spellbound by the Indian beauty routines she was raised on: using egg whites as hair care, and raw honey as skin care. This led to Aavrani: born as a way to tackle the duality of identity and beauty by blending clinically-proven modern-day routines with clean ancient cultural beauty practices as a way to practice self love.

VETTED BY THE VERTICALE

/ 11.11.20

Brand

AAVRANI

IMPACT

On a mission to blend Indian beauty rituals & modern day routines.

VERTICALE VALUES

  • Inclusive

    AAVRANI celebrates tried and true Indian beauty rituals that empower and honor the natural beauty steeped within ancient cultural practices.

  • Clean Ingredients

    All of AAVRANI's products are made with 100% natural ingredients, and without mineral oil, parabens, sulfates, irritants, synthetic fragrances, or animal cruelty.

  • Women-Owned

    Rooshy is inspired by the Indian beauty rituals her grandmother taught her as a kid.

FOUNDED

2020

FOUNDER

Rooshy Roy

HEADQUARTERS

New York, NY

INSTAGRAM

@aavrani

Behind
AAVRANI

Born to Indian immigrants, Rooshy constantly struggled between her Americanness and her Indian heritage. Recalling her delicate grandmother’s use of culturally natural ingredients to achieve glowing skin and silky hair, Rooshy wanted to tackle the duality of identity and beauty– and so she did.