PureSense is a range of bath and body products that are free of harmful chemicals
As more research is being done on the harmful effects of chemicals in beauty products, more men and women have been turning towards beauty products that are natural and organic. Labels like paraben- free, sulphate-free, on various cosmetics helps one make an informed choice. Finding a market for such products in India, PureSense a luxury bath and body care brand, was launched last December by Soap Opera. They believe in using items that are free of toxins.
Founded by Rishabh Mariwala, whose father Harsh Mariwala is Chairman of Marico, he wanted to create formulations that are good for the skin. “It all started with the desire to create skincare that is free of harmful chemicals along with giving a luxurious sensorial experience. You either have products that are natural but not enjoyable to use or products that have great fragrance and lather but have harmful chemicals in them. Our formulations, packaging and experience is a blend of both — green chemistry and fine sensorials,” says Rishabh. The brand currently has two ranges. The Relaxing one has a Macadamia base, while the Rejuvenating one, is based on grapefruit which is uplifting. Products on offer include Body massage candles, Petal infused body oils, Cleansing butter, Tranquil sleep spray, Hair cleanser, Hair conditioner, Body cleansing gel, Body mist and soaps.
The demand for organic products though is still quite niche. “Consumers are yet to understand what organic really is. With just few herbal/ organic ingredients does not make a product organic. The way the product is advertised, the consumers perceive it to be organic. So the consumers need to get more aware of what is good and bad for their skin in the long run,” he says, adding, “Our customer travels abroad and is exposed to beauty markets worldwide. When they come back home, they realise their needs are not met in terms of the different offerings available here in India. This is where a brand like Puresense is able to meet this need.”
They are careful about packaging products in such a way that the ingredients remain intact. “Our products are safe and free from harmful chemicals such as parabens, sulphates, formaldehyde, carcinogen and mineral oils. Another unique part of our products is the technology that we use while creating these products. We use the innovative ‘Fresh Cells’ technology that keep the antioxidant extract intact in live fruit cells. So the product is embedded with live fruit cells which eject the properties upon contact with skin,” he adds.
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