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Ruby's Organics

Ruby's Organics

28th July 2017


Ruby’s Organics – A healthy alternative

“Skin is the largest organ in our body and it takes about 26 minutes for what we apply on our skin to get into our blood stream,” says Rubeina Karachiwala, the founder of Ruby’s Organics – a brand that makes organic and natural make-up products. “What you put on your skin becomes a part of you,” she adds while stressing on the importance of natural make-up and skincare products.

During her stint as a PR professional, Karachiwala worked with several brands including L'Oréal, “I got to interact with the brand’s team members and it interested me,” she says. Having always been fascinated with beauty and make-up, the product side of it drew Karachiwala in. The kind of harmful make-up and beauty products people are exposed to today is what motivated her to move forward in this field in order to bring about a change. “As a teenager I had plenty of skin issues and I couldn’t understand why. There was a bit of guilt every time I put on my lipstick or eye make-up,” says Karachiwala. Using the experience and knowledge that she had gained over the years, she started experimenting in her kitchen with natural ingredients sourced from eBay such as shea butter, cocoa butter, bees wax, bentonite clay and pigments from beetroot and cocoa powder for basic colours. She started whipping them in her coffee grinder only to realise that it could be a start to something big and had the potential of being a tangible business idea. “I started R&D, stability testing, clinical testing and made a basic range of products that are good for the skin,” she says.

There’s a lot of confusion between natural, herbal, ayurvedic, organic. Organic means that all the materials have been derived from a naturally occurring mineral or a naturally occurring plant or something that’s alive. The products at Ruby’s Organics don’t have any synthetic ingredient and are completely devoid of chemical preservation and chemical additives. Part of them is organic and part of them is natural which includes mica and zinc which is derived from ore, cocoa butter from cocoa seeds, shea butter from the shea plant, beeswax which is a by-product of honey, jojoba oil, almond oil etc. There’s no water in the products which eliminates the need to add preservatives. Oil has its own preservative properties.

The shelf life of these products is about 18 months. The focus is on making products that are suited for the Indian skin tone. “The highlighters and bronzers made by international brands have a base colour which is primarily meant for Caucasian skin. They give a whitish look to the skin which doesn’t look good. We make the base colour for wheatish or yellow skin tones,” says Karachiwala.

From her current range of products the Tinted Cinnamon Lip Balm made with pure cinnamon oil is the best seller. We absolutely love this product. It has shea and cocoa butter as the base; both of which are hydrating and good for skin. Cinnamon oil helps blood rush to the lips and acts as a natural lip plumper. The concealer and foundation bases have been broken down to three simple shades. They’re light with mousse like texture and can be used through the day. The lipsticks are similar to the lip balms with an addition of pigments for the colour. Karachiwala sources all her ingredients within India.

Ruby's Organics

While Karachiwala loves the field of make-up and beauty products, her stand on using make-up is pretty insightful, “Women should try to avoid using a lot of makeup, it should be a choice and what we’re trying to do is give you a better choice. The less you use the better. Try to look like yourself. Contouring and highlighting are specifically for photography and don’t need to be done on a daily basis. It just doesn’t look nice,” she says, “be real, be responsible about its impact on the environment and body. Look at the ingredient list in the products you are using and Google them if need be,” she adds.

At present Ruby’s Organics is available on Nykaa, Amazon, Scootsy and Sublime Factory

Written by: Shirin Mehrotra
Edited by: Raveena Taurani
Image Credit: Budhaditya Mukhuty

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