How a medical doctor adopted a safer approach to beauty
The term cosmetology is derived from the Greek word, “Kosmetikos” which means “the art of dress and adornment”. The ancient science of cosmetology can be traced to Egypt and India, but the earliest documentation of cosmetic substances and their usage dates to roughly about 2500 and 1550 B.C, pointing back to the time of Indus Valley civilisation as well as the civilisations of Harappa and Mohenjo-Daro.
Naija Organic is a fusion of that ancient foundation (pun intended) and modern science. As founder of Naija Organic, Dr Prathvi Shetty states, “Our family was into the herbal and nutraceutical ingredient space since the last 25 years. From an early age, I was always interested in Ayurveda and herbal extracts which also inspired me to study MD in pharmacology”. Dr Prathvi’s vision for creating Naija (Naija represents “authenticity” in Sanskrit) was a fusion of knowledge gained from scientific research and ancient principles. “My aim was to deliver genuine certified organic beauty blends with maximum efficacy, in turn, contributing to sustainability of Mother Nature,” she adds.
There are thousands of cosmetic products claiming to be beneficial on skin, but, a lot of them do more harm than good. As a doctor, Prathvi wanted to do extensive research and pick only those potent ingredients for skin that have been clinically proven to be beneficial so as to adopt a safer approach towards beauty.
Everything natural
Naija employs only naturally derived botanical oils and glycerin replacing glycol-based ingredients that inhibits the products from drying. The usage of silicones which are not so skin friendly is abandoned, and instead organic oil-based esters and butters are used to attain smooth-silky textures. Naija products also avoids the usage of mineral oils and uses only naturally derived waxes.
Dr Prathvi says, “We use naturally derived preservatives. Citric acid and Lactic acid is used as pH adjusting agents instead of Triethanolamine which is deemed to be toxic. Naija employs plant oils and sugar derived foaming agents and fatty acids as the safest approach, dismissing the usage of Diethanolamine.”
Commenting on the organic market in the country, she observes, “Organic farming in India is quite an ancient concept but modern agriculture system with synthetic pesticides and chemicals have replaced this. People are slowly becoming aware about the harmful effects on our body due to the use synthetic pesticides and chemicals. SInc the past 15 years we are into organic cultivation. There are many companies, NGOs which are working hard along with the govt. to convert to organic farming practices. This is one of the major challenges faced by us in our cosmetic and bodycare project.”
The company sources all ingredients used in the formulations from its own cultivation. Traceablity issues are very confidential in the products. From seed to shelf, all processes are controlled, starting from cultivation which is done using organic practices without the involvement of any pesticides or manure. The same is recorded in traces on the APEDA website and the material is moved to organic certified manufacturing site. The excipients are procured from organic certified vendors.
Once the raw material is processed, the sample goes to certified labs for testing. After the testing approves the quality parameters, the final product is released. The whole process is handled by the in-house team headed by Dr Prathvi’s cousin sister, Samitha Shetty who has more than 10 years of experience in this field. The company has its own distribution channel, whereby, the products are available through its website and also on the leading e-commerce platforms like Flipkart and Amazon.
Naija Organic Cosmetics has a wide range of products that include soaps, face cleansers, creams, shampoos conditioners, shower gels and body lotions which are made up of certified ingredients. All the products are ISO 9001:2015 and ISO 22000:2005 certified. They are GMP certified by AYUSH, Govt. Of India for manufacture of herbal extracts and organic certified by NPOP and NOP, USDA and EU certified. The products also have the ECOCERT and COSMOS certifications.
Covid-19 has changed the dynamics
Speaking on the market in India, Samitha states, “The organic bodycare market in India is vast. However, not all regions are equally aware. Those who have already switched to a modern lifestyle are rapidly turning to organic, be it in cosmetics, health supplements or fruits and vegetables. So, the market is niche but more and more people are becoming aware every day, mainly due to the side-effects of synthetic products and the adverse reactions they have in the long-run, leading to irreparable damage to the body.”
Covid-19 has definitely changed the scenario on a global level. People are now more conscious of what they consume or apply on their skin/hair. Dr Prathvi adds, “Anything seemingly toxic is now being brought to light by consumers, leading them to consult their dermatologists and other medical practitioners. So, organic is going to be the mantra in the coming years and the industry will flourish from this sudden demand for organic products.”
About exports, Samitha informs, “Our products are already registered in UAE and the Middle East market. Simultaneously, we are exploring other countries as well.”
As for future plans Dr Prathvi wants to extend the research activities by conducting clinical trials and coming up with studies to throw more light on evidences that prove the benefits of organic ingredients on skin and hair. “Based on those studies, we wish to develop more potent formulations that are safe and promising. This will not only increase our visibility globally, but will also strengthen our platform that rests on ethical practises and procedures to give our customers a safer environment and a better lifestyle for future generations to build on,” she concludes.
Check out their product line on www.naijaorganic.com.
Also Read: Vegan Mia launches Take Your Beauty Back Challenge
