Free Press Journal

Azafran: Attempting to make natural beauty the norm, not the exception


American fashion legend Calvin Klein once said, “the best thing is to look natural, but it takes makeup to look natural.” While this may sound like a contradiction in terms, it is also the reason that the cosmetics market is one of the most profitable in the world. Many of these cosmetics manufacturers consider skincare as a natural extension of their business lines. Little wonder then, that most of the world’s top ten beauty brands are also synonymous with the skincare segment.

The Indian market, much like its Western counterpart, has traditionally been the hegemony of the cosmetic bigwigs. There is however a paradigm shift in the offing, women today are far more conscious of the harmful chemicals, fillers and other potentially skin damaging substances that are present in many of the skincare products out there. Eco-conscientiousness and a ‘back-to-nature’ feeling have led to a rise in the demand for organic skin care products.

It is in this space that Azafran Innovacion Ltd, is looking to carve a niche for itself. With its premium organic skin care brand, this beauty start-up is looking to shake up the fastest growing segment in the skincare market i.e. the organic products space. Azafran Organics, works on an innovative, ‘Farm-to-Face’ model, which simply means that all the ingredients used in their products are natural, safe and come packed with the nutritive, regenerative and restorative power of Mother Nature.

The brand’s co-founders Aditi and Mansi Vyas believe that Azafran is a research-oriented skin-care company and aims to provide Indian consumers with world-class organic products to meet their beauty needs by offering innovative products in terms of quality and purity. With this goal in mind, Azafran Organics recently launched ‘Aqua Milk: Skin Revitalizing Oil Trio Body Butter’.

Azafran prides itself on harnessing the power of nature and giving its users the most potent, yet skin-friendly products. This product is part of a range that uses up to 35 natural ingredients (mostly plants) grown on the company’s farms and processed in-house, in order to maintain strict quality standards and control. Azafran’s state-of-the-art production facilities have won approval of the World Health Organisation and Good Manufacturing Practices organization. This means that its products are certifiably better for the skin than many others in the market. Most beauty experts believe that well-nourished skin, is its own makeup. Deep hydration is considered one of the cornerstones of a solid beauty regimen, this makes the Azafran Organics ‘Aqua Milk: Skin Revitalizing Oil Trio Body Butter’ an important part of any woman’s skincare ritual.

According to the company, the ‘Aqua Milk: Skin Revitalizing Oil Trio Body Butter’ features the goodness of coconut, almond and olive oil. These three wonder oils form a protective coating on the skin to prevent inflammation & pigmentation. The form that it is in, i.e.  Aqua Milk has hydrolysed milk proteins, this means that it better hydrates the skin and protects it from environmental damage. Its efficacy is further enhanced by the addition of Aloe-Vera powder combined with various other ingredients. This excellent potion therefore results in younger, healthier looking skin. One of the main benefits of this product is that it is free from harmful synthetic chemicals, parabens, sulphates, artificial colours and fragrances, making it suitable for all skin types without the fear of any side-effects.

Azafran Organics will retail the ‘Aqua Milk: Skin Revitalizing Oil Trio Body Butter’ in two product SKUs, an 85 gm pack and a 200 gm pack. Priced at Rs. 375 for the 85 gm pack, the product will be available through e-stores like Flipkart, Amazon and, the company’s own website. In the offline realm it will also retail at chains like Star Bazaar, Heritage Fresh, Health & Glow and other leading retailers. Watch this space for a more in-depth look at Azafran’s range in the near future.