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Homegrown Beauty Brand Atulya Herbals Debuts Vegan-Friendly Keratin In India
8 May 2021
The Indian beauty brand Atulya Herbals has launched a haircare line featuring a Veg Keratin and Wheat Protein. According to Atulya, a brand of Beacon Bio Life Sciences Pvt. Ltd., this is the first time a plant-based keratin has been launched in India.
Keratin protein is a popular hair treatment product which is derived from the horns, hooves, nails and claws of animals. Till now, there have not been many vegan-friendly versions of keratin widely available.
Atulya’s new line consists of a hair oil, hair mask, shampoo and conditioner. The brand has been aiming to spread awareness about this vegetable-derived keratin through the hashtag campaign #SwitchtoVegKeratin.
Gaurav Singh, Founder & Managing Director, Beacon Bio Life Sciences Ptv. Ltd. commented: “We have come up with this exclusive line-up of hair care products made of Veg Keratin and it's truly encouraging that the people are switching to a vegan lifestyle. They want cruelty-free, natural, chemical-free products, so that's why we came up with this exclusive product range made from Veg Keratin, best known for supplying hair with fibrous reinforcement that protects hair from damage and replenishes the protein that acts as an anti-breakage mechanism for hair. To spread awareness among the consumers, we have also launched our campaign #SwitchtoVegKeratin and we are getting an encouraging response."
The demand for clean beauty products has increased in the past year due to the pandemic, and brands such as Lotus Herbals have taken this opportunity to expand in this market. Apart from that, Indian vegan beauty brands including Plum and Juicy Chemistry have also seen significant investment rounds in 2021.
Image Courtesy: Atulya Herbal
Read: Priyanka Chopra Jonas democratizes sustainable beauty with a vegan hair care line called Anomaly
Read More: These Vegan Hair Dyes Are Good For You And The Environment
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