One of the biggest problems that plague the Indian beauty industry today is the fact that terms like ‘organic’, ‘sustainable’, ‘clean’ and ‘green’ are used lightly. Megha Asher and her husband Pritesh foresaw this issue a few years ago when they launched their brand, Juicy Chemistry and opted for an ECOCERT and COSMOS certification.
According to ECOCERT, the product contains 99 per cent ingredients that are of natural origin and according to COSMOS, 95 per cent of the plant matter used is organic. “We decided we're going to do this so that the consumer is well-versed and knows that the brand is not using words like organic and natural just for the sake of it. It's actually certified organic,” explains Asher.
To know more about how Juicy Chemistry was born and the advice Asher would give fellow budding beauty entrepreneurs, watch our interview!