In
Conscious Skincare,
Interview
Prasanthy Gurugubelli - Founder of the conscious skincare brand 'Daughter Earth®' on Ayurveda and Conscious Skincare.
Here's what Prasanthy Gurugubelli - Founder at Daughter Earth® had to say about the importance of Ayurveda in skincare and talks in depth about the conscious skincare brand.
What led to the conception of the thought of wanting to start an Ayurvedic skincare brand?
Our journey at Daughter Earth® started around 2.5 years ago when I decided to venture into wellness and Ayurveda, specially skincare and supplements. The idea was never just skincare, it just worked out faster with skincare.We wanted to blend the modern green technology with ancient Ayurveda and bring about formulas that are clinically tested and dermatologically proven.
Was Ayurveda a part of your life before Daughter Earth® happened? If yes, tell us about it.
Yes, Ayurveda has always been a part of my life. I am from the South of India. In Andhra Pradesh, in all our families, since childhood it is a part of our lifestyle. We used cleansers made at home, my mother never used a cream in her life and my grandmother would prepare a daily morning and evening skin care ritual. I grew up like that! I am sure lot of other families grew up like that. In every Indian household, Ayurveda, somehow, is interwoven with what we do in our day to day life.
In the past couple of years, when I started exploring myself spiritually, I started investing in myself more, I elevated my lifestyle with a more holistic approach and Ayurveda definitely made it easier for me.
"In India, everything is Ayurveda, we don’t even realise it! We use ginger, we use turmeric, unknowingly, we are using the age-old concepts of Ayurveda. And that’s the beauty of it, in an Indian household it has become a part of our lifestyle rather than calling it science."
In a place like India, where Ayurveda culturally belongs but was mute for all these years, you think it has, now, resurfaced as a possible trend or the need of time?
In a place like India, where Ayurveda culturally belongs but was mute for all these years, you think it has, now, resurfaced as a possible trend or the need of time?
People always wanted something natural, it is not because of a trend. Our elders always preferred natural remedies, so there was always an incline towards naturals products.
Today, our consumers are more aware, thanks to the wide reach on social media and the awareness on sustainable and natural products! They are asking questions, which is great! So, brands like Daughter Earth®, which are backed by science, help the consumers understand the importance of active botanicals and sustainability. I would say, natural skincare is definitely here to stay, not just as a trend.
Daughter Earth products are Ministry of AYUSH (Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy ) certified. What according to you, is the importance of being approved by a governmental body of India?
Certified by the Ministry of AYUSH, gives us a lot of credibility! If the formula is approved by AYUSH, then that means it has gone through multiple rounds of really strict auditing of the entire formula. It is different from cosmetic formulation. There are many boutique skincare brands in India, who do not even have any registration, not questioning their great intentions though, it is a fact. At Daughter Earth®, the licensing would take us months for one formula. The bureaucracy is not delaying it but every ingredient is compared and verified. That is why it takes a while to get a license. With newly introduced tests, like heavy metal testing, etc in AYUSH, the formulation has become tighter. The procedure is elongated but now when it is AYUSH certified, you know what you are getting! We disclose the actives that we add too. So, people also would know how much actives they get, obviously, the base is also equally important. In this way, Ministry of AYUSH is promoting transparency in the labels with consumers.
We go a step ahead and get it dermatologically tested as well. It is an expensive one, but we do it anyway, especially for our leave on products! Just to be sure, they suit all types of skin.
What is the importance of honest pricing, when it comes to a brand that promotes sustainability? Would that help consumers choose more of clean/sustainable options over the toxic ones?
There are couple of things. The pricing also depends on the amount of actives sourced. The herbs are expensive. We also need to account for seasonality, not all herbs are available throughout the year, we take what the nature gives us. We need to, also, make sure they are sustainably sourced. If the sourcing is fair trade , they are accounted for. The entire formulation cost goes up. Overheads are also expensive. The retail cost also adds up.
From day one, we wanted Daughter earth to be a conscious brand .
"We are not perfect, we agree but everyday, even if we take one step towards being a bit more sustainable than yesterday, we do it! "
That’s why we decided we would not open a retail store, at least not for the first couple of years. We are a digital native brand. The entire experience is online driven. We are not passing costs to our customers. So, the cost of the formula is primarily ingredient driven.
"We are not perfect, we agree but everyday, even if we take one step towards being a bit more sustainable than yesterday, we do it! "
The true cost of a product is derived by equal consideration of the manufacturing material and the way the product is manufactured, without harming the planet or the people. I think, if we keep this perspective, we will understand the value of the product, than merely looking at the cost.
I recommend you to watch this documentary called the ‘The True Cost’, for a change of perspective.
Do you think if all companies had an approach of being mission driven, it would change our current scenario of consumerism? Can effective law enforcement help bring that change?
(the approach of being mission driven) It has to come from within! No amount of moral policing will help us! The government can, however, support businesses.
It has to be consumer driven, than government driven. The moment people start becoming more aware and change their demands, is what could change the scenario of consumerism.
It helps when it becomes a trend. :)
"Coming with a history of sensitive skin, if something suited me I would share it with people with similar allergies. In the same way, every product has an amazing story, some are mine, some of my loved ones and some of our loyal customers. Someone who had hormonal acne wrote to us, saying the Rejuvenating Serum really suited her but it wasn't enough. On some days, she needed something more. Research and development on the same led to the making of the Wild Walnut oil. So, at Daughter Earth®, every product, after the first 4 products, is customer-driven, including the upcoming set of products as well."
"Coming with a history of sensitive skin, if something suited me I would share it with people with similar allergies. In the same way, every product has an amazing story, some are mine, some of my loved ones and some of our loyal customers. Someone who had hormonal acne wrote to us, saying the Rejuvenating Serum really suited her but it wasn't enough. On some days, she needed something more. Research and development on the same led to the making of the Wild Walnut oil. So, at Daughter Earth®, every product, after the first 4 products, is customer-driven, including the upcoming set of products as well."
One Tree Planted, World Wildlife Fund and Plan India. Tell us more about your association with these NGOs and why are they special to you?
A portion of what we earn is invested in two causes we care deeply for: making the planet greener by planting more trees and making the world a better place by educating our girl children. Frankly, this is what makes us wake up every day and strive harder to make products that are good for the skin and good for the planet. Some of the organisations we work with are: One Tree Planted, Project Greenhands, Plan India for girl child education, World Wildlife Foundation on their Save the Tigers project, PETA India and Vipassana meditation centers.
Your message.
Your message.
Start small. Take Mother Teresa’s words, “We know only too well that what we are doing is nothing more than a drop in the ocean. But if the drop were not there, the ocean would be missing something.” Even if you are starting small, think of it from a wellness point of view, elevating your lifestyle point of view. Every moment, think of investing in yourself. Be calm, walk for five minutes at least and meditate. Go easy on yourself.
"As long we are moving forward, as long as today is better than yesterday, in terms of effort, you’ve made it!"
"As long we are moving forward, as long as today is better than yesterday, in terms of effort, you’ve made it!"
