After 18 months of trial and error, following a stringent "No List", and through the use of whole, natural and Ecocert ingredients, asa goes above and beyond with product testing. The focus remains on ensuring that products of the highest quality are applied on one’s skin (the largest organ) without compromising on efficacy.

Empowering women to simplify their choices by using our hero Lip & Cheek Tint as a one-product-does-all things-colour solution, reducing redundant product generation. Shifting Consumers To Clean Beauty asa is pioneering the clean awakening movement in India, as the agent of change, for the evolved generation of Indian consumers.

asa is pioneering the clean awakening movement in India, as the agent of change, for the evolved generation of Indian consumers.

Women should have the choice to unabashedly keep up with trends while simultaneously consuming consciously to achieve a zero-waste lifestyle. This is where asa’s unique ‘Refillable Program’ comes into play. With its commitment towards sustainability asa makeup products have been specially crafted and engineered to be endlessly refillable which reduces the need to manufacture packaging by 85%, all while keeping aesthetics and luxury in mind.