Just Herbs is an exquisite line of pure, bespoke and Ayurvedic skin and hair care products made from plant-based ingredients and precious herbs collected from across India.
The products are a combination of the purest of plant ingredients and essential oils. The brand follows the exacting principles of Ayurveda and aromatherapy and are Certified and licensed by Ayush – the Ayurevda licensing body in India.
Following in Mother’s footsteps
The Just Herbs journey began when the CEO and Co-founder Arush Chopra’s mother, Dr Neena Chopra, an award-winning biochemist, started mixing herbs, plants and flowers to make lotions and potions at their family-owned garden lab in Mohali in northern India. 
In spite of being a gold medalist at university, his mother never really got a chance to apply the knowledge she had gained in her work or in her daily life.
After much contemplation and a final cathartic moment, the day came. She quit her banking job to study Ayurveda, the subject she had felt a calling towards all her life. This was a time when words such as ‘organic’, ‘natural’ and ‘Ayurvedic’ were not as popular as they are today and there was no real market for Ayurvedic products in India.
Driven by her passion alone, she immersed herself in Ayurvedic texts such as Bhavprakash, Charak Samhita and began unravelling the similarities and dichotomies between Western science and traditional Indian Ayurvedic wisdom.
Arush has always admired his mother for her passion, but it was only several years later in 2013 that he got interested in joining her. This came about when Megha, his life partner and now the brand director at Just Herbs, showed him the two huge gaps in the Indian beauty market that needed to be filled.
The first being the tough choice that so many of us, as consumers, have to make between safety and effectiveness while buying a product from the plethora of so-called “natural” beauty products.
The second being the lack of innovation in the natural beauty products’ space which has left a lot of existing consumers to turn to chemically driven counterparts to fulfil their needs.
Inclusive beauty
When they started Just Herbs back in 2013, their vision was to create a brand that stands not only for luxury but also contributes towards building a world where beauty is more inclusive, transparent and wholesome!
Since then, they have come a long way… from crowdsourcing India’s first beauty product in 2018 to launching India’s first Ayurvedic Micellar Water in 2019.
Arush believes that choosing between a product that’s good for our skin and one which is safe not only for our health but also for the Earth is a choice we should never have to make.
Just Herbs’ products are made from precious Ayurvedic herbs grown on certified organic farms. There is no use of any sulphates, harsh chemical foaming agents. No Parabens or animal testing takes place. It is a spectrum of formulations tailor-made for particular concerns in addition to the usual cleansing, exfoliating and hydrating routines. The effect can be altered by adding natural substances such as milk, rose water, yoghurt, lemon juice etc. There is a gel variant for oily skin types for tropical climates as well.
Ayurvedic lipsticks?
Interestingly, Just Herbs has a selection of 16 #glamorouslygreen shades of Herb Enriched Ayurvedic Lipsticks that are infused with Vata pacifying herbs such as Indian Kudzu, Shatavari, Bhrami, Guduchi, Yashtimadhu, Bala and Manjishtha in a base of Ghee and sesame oil that help carry the nutritive benefits of the herbs to the innermost layers of the skin. 
A regular lipstick is made by suspending coloured pigments in a base of petroleum-derived emollients such as paraffin oils, waxes along with texturising agents such silicones, and other form-imparting fillers. This list of additives is even longer for additional claims such as ‘non-transferable’, ‘long-lasting’ etc.
Fancy packaging, slick advertising and tall claims have been the staple menu of the beauty industry for years. Just Herbs believes, such tactics can help sell a product but only once. If a product does not deliver results, it is a dud; no matter how pretty or luxurious the packaging might be! Hence, Arush’s focus has always been on creating products that work without compromising on their purity or the Ayurvedic principles they are based on. He believes in full ingredient disclosure.
Arush says, “It is quite common in India for beauty companies to not disclose all ingredients on their product labels. Products are touted as organic with only 3-4 key ingredients mentioned on the label and the rest of the ingredients are shown as “base qs” or “cleansing base. At Just Herbs, we tell you each and every ingredient that goes into making our products not only on the label but also on our website.”
Source: https://www.justherbs.in
