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I Asked 15 Beauty Moguls to Share the Beauty Trick They Tell Their Friends

Rooshy Roy shared, "I've tried a bunch of fancy makeup primers to keep my under-eye concealer from fading, but nothing beats a good oil-based eye cream. My hack is to let it absorb for five minutes before applying your makeup."

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The Homecoming: Raised Around The Globe, These Beauty Founder Revisit Their Cultural Identities For Inspiration 

Rooshy Roy deep dived into her Indian heritage to find holistic solutions. Through intense R&D and interviews with several Indian women, she discovered various facets of wonder ingredients, like neem and bakuchiol which she poured into creating the aavrani ritual.

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The Rise And Resistance Of POC-Owned Beauty Brands 

Brands such as aavrani...have incorporated beauty ingredients and processes that have deep cultural and personal roots. By supporting beauty brands owned by people of color, we also empower and uplift communities.

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What Everyone Can Learn From The Indian Beauty Formula

"Indian Beauty is more about continuous care than a one-and-done solution. Taking care of your body and health, and in turn, you skin, is something that's integrated into everyday life."

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These Beauty Brands Donate To Women's Organizations All Year Round 

aavrani donates a portion of all sales to the Shanti Bhavan School. The school works to empower young girls from impoverished communities in India via education and emotional support.

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How Indian Women Achieve Beauty from the Inside Out

"In India, it's about a 360-degree approach to beauty," says Rooshy Roy, co-founder of aavrani, a skincare brand influenced by Indian beauty.

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Why Adaptogens' Benefits Are Making Them the New Stars of the Wellness World

These potent ingredients are touted for their beautifying benefits when applied topically. Rooshy Roy founded aavrani, a skincare line based on the adaptopgen-infused beauty routines from her childhood.

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The Beauty Mishap That Inspired a Skincare Line

Not only is she ethereally beautiful, but she is also incredibly driven. The 29-year-old has started her own skincare brand, aavrani.

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Family Recipes Are the Secret Behind Aavrani Skin Care

Rooshy Roy discussed the distinct pain points of not being able to find pre-made and luxurious skin care using Indian ingredients she grew up using. This summer she launched her own line called aavrani.

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These Winter 2018 Beauty Trends Are the Ones You Need To Try, According To The Pros & The Runways

It's the most wonderful time of the year! Yes, the holiday season, but in particular, I was acknowledging the fact that it's time for us to indulge in the top winter 2018 beauty trends. As we prepare to be walking in a winter beauty wonderland, it can't hurt to take some notes from the pros on what kind of looks we can expect to see this season.

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Change is coming for the skincare industry

aavrani, a skincare line to combat negative beauty standards and represent skincare inspired by India's ancient beauty rituals. The Founder speaks out on the importance of meaningful inclusion.

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aavrani: A New Clean Beauty Brand

Beauty is definitely more than just skin deep. The truth is it starts with confidence form within that is further complemented by glowing skin and a beautiful complexion. Enter aavrani: A new clean beauty brand that features natural Indian ingredients like turmeric, neem, almond oil, and rose water.

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How Indie Beauty Entrepreneurs Effectively Manage Their Teams

In this edition of Beauty Independent’s ongoing series posing questions to beauty entrepreneurs, we ask 12 founders and executives: What’s the hardest part of being a manager, and how do you approach the challenge with your team?

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We Love These Babes: Rooshy Roy

Rooshy Roy is the true definition of an entrepreneur. Rooshy, a former finance professional, created aavrani, skincare inspired by ancient Indian rituals and her own cultural background as a first-generation Indian American.

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14 Best Fall Face Moisturizers To Keep Your Skin Hydrated All Season

Fall is finally here, bringing with it over-the-knee boots, chic outerwear, and apparently, a lot of yellow. But your closet shouldn’t have all the fun — your bathroom cabinet deserves an upgrade, too. Specifically, now’s the time to get your summer skincare arsenal ready for the cooler days to come, and that means finding the best fall face moisturizer that'll keep your skin plump is key.

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Female Entrepreneurs Reveal 6 Superfoods You Should Incorporate Into Your Beauty Regimen

You already know what you eat can potentially affect how your skin looks. No wonder, then, that superfoods – nutrient dense foods linked to good health and benefits beyond – are at the tip of everyone’s lips (literally and figuratively) nowadays.

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Indie Beauty Expo founder Jillian Wright talks to us about new beauty trends, including moon  cycle skin care

"The brand Aavrani has a very specific four-step ritual based on ancient Indian beauty traditions. So, there’s both a historical and spiritual piece there, they also donate proceeds towards education for girls. "

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5 Ayurvedic Skincare Brands To Know About

Relatively new to the skincare scene, Aavrani derives its name from the Hindi word for “queen,” and this all-natural Ayurvedic ritual features four simple steps to reveal radiant skin. Including the Glow Activating Exfoliator (which doubles as a cleanser and mask), Balance Restoring Serum, Softening Hydra-Whip and Eye Rejuvenating Elixir, you’ll find turmeric, neem, tea tree oil, chamomile flowers and a slew of other good-for-your-skin Ayurvedic ingredients—and the charity-minded brand has partnered with the Shanti Bhavan School to support the education of young women in India.    

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4 novel scrub ingredients seen at IBE NY 2018

Indie Beauty and personal care brands are known for innovation, which means that last week’s Indie Beauty Expo in New York City was a good place to learn about the creative ways brands are formulating scrubs, polishes, and exfoliators now that microbeads are a thing of the past. 

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Kim Kardashian's Makeup Artist Reveals His Super Affordable Acne Solutions 

The essential oil has a long reputation for being an all-natural solution to acne. It's sourced from a tree native to Australia and widely loved for its antibacterial properties, as well its drying effects on blemishes. If you have dry skin, you may want to use with caution. However, dabbing a small amount onto your blemish remains a promising alternative to other over-the-counter or doctor prescribed solutions.  

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aavrani Makes Indian Skincare Rituals Easy By Translating Them Into Four Steps  

"They've received an important stamp of approval from aavrani's relatives back home. "...when they open the mask and moisturizer, the smell brings them back to when they've created products.  That was super touching and exactly what we are trying to give people," says Roy. "We're trying to celebrate their heritage without having to go through the process of making these products from scratch."  

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aavrani Uses India's Ancient Rituals for Luxury Skincare 

"The status quo remains riddled with a disparate supply chain of inadequate "Indian-inspired" products... aavrani positions itself as a premium solution that replicates the benefits of ancient Indian rituals, using powerful ingredients (e.g., turmeric, almond oil, and rosehip seed). The company combines South Asian tradition with distinctive luxury."  

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