info@indiafashionicon.com
Trunal Sahuji
इस खबर को सुनने के लिये प्ले बटन को दबाएं।
Raeka Beauty is a skincare brand founded by Raeka Morar in Austin, Texas. Inspired by her South Asian heritage and childhood memories of her grandmother’s home remedies, Morar started making her own natural skincare formulations using ingredients like turmeric and clove oil.
Origins & Inspiration
Morar’s interest in DIY skincare began as a hobby but soon turned into a business. She launched Raeka Beauty in 2017 with a small initial investment of US$5,000, while she was still in law school. Her first breakout product was a turmeric peel-off mask, inspired by her grandmother’s Ayurvedic traditions.
Her goal was to bring South Asian ingredients—long used in traditional beauty rituals—into the clean beauty space, making them accessible and relevant to a broader audience.
Brand Philosophy & Positioning
-
Raeka Beauty emphasises clean, plant-based formulations. It avoids harmful chemicals like sulfates, silicones, parabens, synthetic dyes, and mineral oils.
-
The brand draws on South Asian traditions, but does not strictly identify as “Ayurvedic” — Morar prefers to frame it as using culturally rooted ingredients in a modern, scientifically backed way.
-
Inclusivity is a core value: Raeka aims to serve diverse skin types and does not limit its narrative to traditional or age-old stereotypes.
-
Sustainability is also important — in a rebrand, Raeka introduced packaging made from post-consumer recycled plastic and partnered with CleanHub to offset plastic waste.
Ingredients & Products
Raeka’s formulations incorporate botanicals and traditional South Asian ingredients. Some key ingredients they use include:
-
Turmeric (“haldi”) — known for its anti-inflammatory and antioxidant benefits.
-
Camphor oil (“kapura”) — used for its cooling and antiseptic properties.
-
Indian sarsaparilla (“nannari”), clove oil, cacao seed butter, jojoba oil, and more — all chosen for their skin-friendly properties.
Her goal is to make ayurvedic ingredients accessible to everyone, elevating their presence in the U.S. market. As well as catering products to South Asian communities
For more style updates & exclusive fashion stories follow indiafashionicon.com
DEeepika
