WHY CLEAN BEAUTY AND WELLNESS?
Many of us are currently seeking a closer connection to the Earth, through immersive experiences and a desire for rejuvenating simplicity. We’re awakened to subtle nuances in the way we live—and discovering magic in the details.
Purearth is at the helm of this movement with a discernment for what is truly worth celebrating: the deep thread of infinite wisdom from ancient communities, raw, natural beauty free of forever chemicals and quick fixes, and craftsmanship that nourishes the body, mind and soul.
OUR APPROACH TO SLOW SKINCARE
This approach to living created Purearth, our artisanal skincare and wellness brand founded in 2011, which equally values the source, our makers and you.
Natural rhythm and ritual inform how we create our line. We travel far to forage, returning to concoct, blend and bottle by hand in limited batches at our zero-waste studio. Evoking harmony between mind, body and soul, our plant- and mineral-based formulations are rooted in ancient Ayurvedic wisdom and a revelation in green beauty and wellness.
CONSCIOUS BEAUTY
Because we believe that skincare is akin to skin food and can be absorbed into our bloodstream, Purearth promises superlative ingredients, sourced responsibly and harnessed at the peak of their potency.
As a social initiative, Purearth channels 10% of its profits into the Pure Purpose Foundation, a registered tax-exempt sister organization to support our social impact projects.
hands that feel - a film
MEET KAVITA KHOSA - FOUNDER & CEO
Kavita traded the world of private equity law for clean beauty. Her sustained interest in wellness led to diplomas in Ayurveda under the tutelage of Dr Subhash Ranade, Dr Vasant Lad and Dr Robert Svoboda from 2002 to 2017. Kavita is the Chief Formulator at Purearth and furthered her studies in advanced organic cosmetic science in 2019. An Iyengar yoga teacher and Vedanta student, she established Sachananda Yoga Shala, a non-profit yoga school from 2003 to 2007 before founding Purearth in 2011. A lifelong member of the Federation of Women Lawyers, Hong Kong, Kavita is a womens rights activist and is invited to speak on womens rights, Ayurveda and sustainability globally.
An advocate of conscious consumption, she has a propensity to question and unearth what’s precious, refined and worth nurturing for both people and planet. It energizes her conviction that smart girls go green.
MEET THE ADVISORY COUNCIL
The Advisory Council is an honorary body committed to supporting the ethos and values of Purearth and PPF. In its capacity as a non-executive steering committee, the Advisory Council provides guidance and stewardship and brings a wealth of experience and expertise to nurture and support the initiatives of both Purearth and PPF.
PURE PURPOSE FOUNDATION (PPF)
PPF is our sister organization and a tax-exempt section 12A/80G charitable foundation established in 2016 in India. PPF is focused on social impact initiatives ranging from safe sanitation like the Eco-Pot Project, afforestation, wildlife conservation, education and environmental initiatives.
Purearth’s award-winning line addresses a growing consciousness for clean, ethical skincare and wellness.
Equal, ethical and ecological, Purearth advocates conscious consumption by channeling 10% of its profits into the Pure Purpose Foundation.
THE RECYCLING PROGRAM
GET. GIVE. GROW.
As an initiative to move towards a zero-waste business, we launched the Recycling Program. We collect Purearth glass jars and bottle empties from your doorstep, free of cost (minium 10 bottles needed), and repurpose them in noncommercial ways as art installations, for trials and testing.
For every jar or bottle that is returned, we in turn plant a tree in the Gagas river basin Uttarkhand, as part of our Afforestation Drive where we have worked with the same NGOs and women self help groups for over a decade to suppot income generation projects.
We are making a conscious effort towards a greener Earth and greener business practices.
THE REFILL PROGRAM
Our Refill Program offer a refill service in-store at select locations including our flagship store in Delhi, as part of our commitment towards a low waste business.
