As a homegrown brand in a post-pandemic India, Amari wanted to hold itself to a higher standard - be it in terms of our environmental impact, formulations, labels or claims. It draws inspiration from ancient skincare cultures, rituals and practices (namely Korean and Ayurvedic) and formulate with great knowledge and obsessive attention to modern science. As a startup led by young Indian women, the brand wanted to create something that respects time-honored beauty practices and tailor them for fast-paced, modern life. In addition to creating formulas that are elegant, multi-purpose and innovative, they also cater specifically to Indian skincare situations/needs to evoke a sense of skin-pride among the melanin rich. Their two founding beliefs are inclusivity & accountability and transparency. Amari's products are vegan, sustainable, toxin-free, eco-conscious and cruelty free.