Neeraj Biyani unveils a skincare brand, Asaya designed for melanin-rich skin. Crafted and formulated in Florida specifically with India’s diverse melanin-rich skin tones in mind, Asaya’s product lineup is now available through various platforms, including the brand’s official website, Amazon, Big Basket, JioMart, and Flipkart, with prices starting at Rs. 449, the company announced in a release on Monday.
The brand is spearheaded by a team of seasoned entrepreneurs including Neeraj Biyani, Vikash Singhal, Mandeep Bhatia, and Eeti Sharma.
In a country where nearly 85% of the population has melanin-rich skin falling within the Fitzpatrick Scale of 3-5, the skincare industry has long neglected their unique needs, favouring a colonial mindset that promotes lighter skin tones.
However, winds of change are blowing as an increasingly confident and informed consumer base challenges these outdated norms. Fueled by India’s thriving economy, youthful demographics, and growing awareness about melanin skin types, the compound annual growth rate (CAGR) for melanin-targeted skincare is estimated to exceed 70%, dwarfing the industry average of 9-11%. Currently, melanin-rich skin products account for less than $100 million in a $6 billion Indian skincare market, but industry experts predict a 20% share within the next 5-7 years.
As of now, Asaya has secured approximately $0.5 million in funding from angel investors and the founders themselves, with plans to raise $1.2 million in the next 4-6 months to further cater to melanin-rich individuals across the nation.
Neeraj Biyani, Co-Founder of Asaya and an accomplished entrepreneur who previously co-founded the beloved drinks brand Paper Boat, shared his motivation behind the venture, saying, “Asaya was inspired by personal encounters, ranging from my wife’s struggle to find products for high-melanin skin to a promising young Indian swimmer being discouraged to continue in fear of tanning. These moments drove me to look closer at beauty standards here in India, and do my bit in celebrating the diversity, innate beauty, and true uniqueness of our Indian skin tones.”
“With Asaya, we aspire to empower women and men across India to challenge outdated beauty norms and really revel in the skin we’re in,” Biyani added.
Asaya introduces a range of products under two distinct categories: “Under One Sun” and “Running Deep.” Under One Sun by Asaya represents the sun protection category, named as a reminder that all melanin-rich individuals face the same sun but experience different reactions on their skin. The inaugural product in this category is the Matte Sheer Screen, a lightweight, invisible gel-based broad-spectrum sunscreen with SPF40 PA+++. Infused with Vitamin C and nourishing ceramides, this sunscreen helps maintain the skin’s barrier.
The other category, Running Deep, focuses on hydration, with the first product being the Intense Moisture Gel, a Pentavitin™ formulation enriched with Vitamin C and natural rose extracts that locks in moisture and prevents further dehydration, which is common in melanin-rich skin.
Heading the research board at Asaya is Dr. Arundathi Nagaraj, a highly regarded dermatologist and aesthetic physician with over 13 years of experience. Dr. Nagaraj sheds light on the unique skincare requirements of melanin-rich skin, stating, “Melanin-rich skin like ours is structurally different from other skin tones. For instance, it’s much more sensitive, and care for it needs to be hypoallergenic. So, products meant for Caucasian skin tend to be harsh for us.”
Asaya’s products are crafted from the finest raw materials sourced from the USA, Europe, and Korea, and are conceptualized and created by expert dermatologists in Florida and India. The brand proudly upholds a vegan and cruelty-free, Phthalate-free, Sulphate-free, PABA-free, and made-safe ethos, with the Running Deep Intense Moisture Gel earning the prestigious and hard-to-obtain Toxic-Free certification from Australia.
The name Asaya, derived from “stepping out of the shadows,” embodies the brand’s pledge to elevate the previously overlooked needs of melanin-rich skin, marking a significant leap forward in inclusive skincare.
