The Founders Of Avvai Beauty Share Their Story Of How The Company Became The Region’s Game-changer For Clean Cosmetics

Avvai Beauty, a clean, vegan, and cruelty-free beauty brand, has recently made its debut in the Middle East, bringing a fresh perspective to the cosmetics industry. Founded by Dubai-based entrepreneurs, Mallika Kalwani and Shivani Phulwani, Avvai Beauty is set to revolutionize the market by prioritizing transparency, sustainability, and ethical beauty practices. Recognizing the region’s strong interest in beauty products and the lack of clean options available, the dynamic sister duo embarked on a mission to create a makeup brand that effortlessly combines clean beauty with eco-friendly, naturally-derived formulas and sustainable packaging. Avvai Beauty aims to make clean beauty both trendy and accessible to consumers.


What inspired you to create Avvai Beauty and develop makeup products specifically tailored for the Middle Eastern climate?
The inspiration for Avvai Beauty stemmed directly from personal experience. Growing up in the GCC, I adored makeup but found the local heat to be a constant challenge. It seemed we had to choose between quality makeup that didn’t suit our climate, or heat-resistant options that didn’t meet our clean beauty standards. That dilemma, coupled with a passion for vegan and cruelty-free products, fueled the creation of Avvai Beauty. We wanted to give the women in our region a beauty brand that truly understands and caters to their needs.


Could you explain the scientific standards and compliance processes that Avvai Beauty follows to ensure the quality and safety of its products?
With the belief that what goes on your skin is just as important as what you put in your body, Avvai Beauty’s product line is crafted under firm scientific standards and with USA, EU, and GCC compliance. To ensure utmost customer safety and product integrity, the brand works closely with chemists to analyse and avoid thousands of potentially harmful ingredients including chemical SPF, Keratin, and Coal Tar to mention a few.

How did you conduct research and testing to determine the specific formulas needed to withstand the harsh Middle Eastern heat?
Avvai Beauty products have gone through a rigorous stability and compatibility testing up to 50 degrees celsius for six months, whereas other conventional makeup products are only tested up to 40 degrees celsius for three months. Our products have gone through stability and compatibility twice as after our first round we readjusted our formula to be even better!

What makes Avvai Beauty’s lip pastes and brow friend pencils unique compared to other products in the market?
We pride ourselves in being 100% transparent. Compared to other traditional makeup brands, we provide all ingredient information on our website. We have an #AvvaiApproved list which explains how each ingredients is derived and we also have an #AvvaiAvoids list of chemical substances and ingredients that are known to be unsafe, environmentally concerning, or non-vegan friendly. We have an unwavering dedication to safety, transparency, and sustainability. Our lip pastes and brow friend products are 100% clean, vegan, cruelty-free and sustainable. 


Can you tell us about the meticulous curation process behind Avvai Beauty’s lip and brow lineup? What factors did you consider when selecting the specific shades and finishes?
We had a simple goal that the shades should be suitable for a range of skin tones.  This was an incredibly fun and exciting process. We worked with makeup artists, daily makeup users, and also conducted focus groups to finalise the shade options.

How does Avvai Beauty maintain its commitment to USA, EU, and GCC compliance throughout the production and distribution of its products?
We meet all the USA, EU, and GCC compliance standards. Our manufacturers based in Italy and South Korea regularly sell in these places and therefore throughout the production and distribution process, we were able to tap into their knowledge. Our brand standards for 100% transparent clean beauty, also meant we were personally invested in going one step further to ensure our products are the cleanest possible.


Could you share any feedback or testimonials from customers who have used Avvai Beauty products?

  • “Amazing products, I loved it right away! Feels really well-made and natural. Even the packaging is luxurious and well presented as well as being sustainable. Delivery was swift for an international delivery. All in all, amazing service, very pleased with Avvai.”
  • “The best brow pencil! So glad I finally got to try it, and can’t wait to try more beauty products from Avvai.”
  • “What a difference, the power of this pencil, is amazing!”
  • “I absolutely love this product! I use it every day and it works perfectly for me. The color is super smooth and looks very natural.”
  • “Used the eyebrow pencil today and I love it! Fills in the gaps perfectly without any sharp lines! Just glides right on.” 

How have they responded to the specially formulated makeup for the region’s climate?
Our customers are consistently impressed with the exceptional longevity of our products, particularly our highly acclaimed lip pastes. We understand the frustration of having to reapply makeup throughout the day, which is why we have dedicated ourselves to formulating long-lasting makeup that keeps our customers looking and feeling their best. Our lip pastes have become a standout favourite among our customers for their exceptional staying power. They are specifically designed to provide all-day wear without the need for frequent touch-ups. The unique formulation combines rich pigmentation with a velvety texture that effortlessly glides on the lips, ensuring a smooth and flawless finish that lasts throughout the day.


Are there any specific ingredients or formulations that Avvai Beauty avoids using in its products to ensure they are suitable for the Middle Eastern climate?
To ensure Avvai Beauty products are suitable for the Middle Eastern climate, we have adjusted the ingredient percentage to ensure the melting point of our makeup is higher than traditional makeup.   

What are your future plans for expanding Avvai Beauty’s product line? Are there any new releases or innovations on the horizon?
We are very excited to grow, everything is a hush-hush right now. However, expect big things by the end of the year!

How does Avvai Beauty align with the values and needs of the Middle Eastern beauty market? What sets your brand apart from others in the region?
We believe what sets us apart is our commitment to be 100% transparent and our passion for clean beauty. We want to empower women with the knowledge about clean beauty products so they can make the right choices for themselves. 


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