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For asa, conscious consumerism doesn’t simply mean carefully formulating products that are made from ethically-sourced materials. At the heart of asa’s philosophy for consumerism, is the belief that less is more. A clean awakening at...

When we speak of ethics and sustainability in the beauty industry, there can often be a willful ignorance about the ethicality of our associations. In a survey that included 5 best-selling cosmetic categories, something shocking...

With the humid world that monsoons will soon bring along, the rains can seem like a wet blanket on your favourite makeup products, literally. The weather can often make your products smudge or fade away...

In a land of diversity, asa’s range of 18 hues under the Hydra Matte and Creme collection is curated to complement every unique undertone. Formulated and researched especially for the global Indian skin, asa strives...

India, asa’s homeland is a beautiful amalgamation of customs, colours, cultures, and celebrations. This celebration is what drives the formulations at asa, as we research and curate shades that are designed for the global Indian....

There is beauty within nature, harmony surrounding it, and consciousness encased in it. At asa, we believe in reflecting nature and it’s values in every product. As a clean beauty brand, we strive to be...