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Bringing together Ayurveda and modern science

Vasu Gandhi and Sneha Daftary of SOVA, a luxury hair and skin care brand, stress on the need for going natural

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(From L-R) Sneha Daftary and Vasu Gandhi; Go natural with hair care
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Keeping in mind the specific needs of the Indian consumer, their lifestyle, climate and genetic make-up of one’s skin and hair, SOVA was created. The joint venture of two women, Sneha Daftary is a hairstylist and owner of a salon, while Vasu Gandhi is an entrepreneur. The duo have created a line of  shampoos, conditioners, oils, soaps, body washes and lotions using natural ingredients. There is a Jatamansi Root and Indian Rose shampoo to revive dried and treated hair. The Draksh and Bitter Orange Flower oil promises to nourish the hair roots and reduce thinning. While Shea Butter and Kumari Body Lotion replenishes and smoothens the skin. They spoke to After Hrs about their brand...

Why did you feel the need for such products?

We realised that we had the same goal — to give the Indian market products that were safe, inherently Indian, formulated by Indians for Indians to address all their woes and wants for their hair and skin. We also wanted to provide a sensorial and look that was extremely aesthetic and high end. SOVA which means “ones own” in Sanskrit, resonates with our purpose.

There are many other organic products in the market, what sets yours apart?

Unfortunately, a lot of products claim to be natural or organic while omitting the detailed list of ingredients they contain. There is also no other Ayurvedic product in the market that claims to be backed by modern science using high quality of protein peptides etc that is extremely important to maintain the quality of hair and skin. Our products are tried and tested not just in labs, but by hundreds of real women.

A lot of your hair care products have UV protection. How much does sun damage affect hair?

Photo-ageing is an often-forgotten aspect of hair and skin care. Studies show that UV rays damage the cuticle, leading to hair loss, it can breakdown melanin faster leading to early greying, and makes hair more brittle. With more sun days and our UV index being higher than most of Europe or America, we should be focusing more on this.

Are all your ingredients locally sourced?

Most of our botanicals are sourced locally, besides extracts of the Baobab and Rosemary. For other ingredients like proteins, amino acids and vitamins, we work with Indian and global cosmeceutical majors.

Any stand out product according to you?

Our Yava and Rosemary Intense Repair Hair mask. It contains five cold pressed oils (including argan and almond), three types of hydrolysed proteins (including quinoa), amino acids, vegan silk, ceramides, vitamins, and more that help the hair come alive from inside out. 

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