The seed for ShudhBeauty was sown years ago, even generations ago. 

We're Veena and Sheetal, and we learned about beauty through the wisdom of the women in our families.As little girls growing up in different parts of India,we witnessed the daily rituals that turned kitchens into beauty labs. Sheetal, growing up in Mumbai, and Veena, during her childhood summers in Kerala, watched how simple acts using natural ingredients became  beauty rituals that got passed down for generations; be it Haldi (turmeric) mixed with Yoghurt for glowing skin or Milk and Besan (gramflour) baths for gentle cleansing or Shikakai (soap acacia) and Herb infused Coconut oil for clean lustrous hair used by both the men and women in our household.These weren't special occasions—this was simply how beauty was done. 

Over time, these practices faded. We  grew up to be working moms chasing our American dream.Somewhere along the way, we absorbed Western beauty culture based on viral marketing campaigns , beautiful packaging and promises of instant results. If it looked good, smelled good and was tagged as luxurious, it had to work right?. 

And then Covid hit. It was in the stillness of the pandemic that we  found ourselves reading labels. Really reading them. And questions we'd never thought to ask suddenly demanded answers:

• -What chemicals are really hidden in "fragrance"?  
• -Why does a simple face cream need to have so many complex unpronounceable ingredients, some even known to be harmful? 
• -How is it that skin care lasts forever on shelves? 
• -How did our mothers and grandmothers get healthy skin and hair with so little?

Shudh Beauty grew from re-examining those questions and reconnecting with Ayurvedic principles we had always known but never truly appreciated. We embarked on a journey to rediscover the ancient wisdom behind our grandmothers' time-honored remedies, and what we found was profound: when you return to your roots, synthetic ingredients become unnecessary. Nature already provides everything we need to unveil our innate radiance.

As a woman-owned brand, we are committed to employing only pure ingredients. Each product is meticulously crafted in small batches, reflecting our dedication to intention, authenticity and quality. No synthetic fragrances. No mysterious preservatives. Just clean beauty that honors both ancient wisdom and modern wellness.

This is Shudh Beauty- dedicated to the original wonder women- our grandmothers- To Ammumma and Naani.

Welcome home to Shudh Beauty-Ancient Rituals Simplified.