#NICEStories – Aruha Wellness: Where Conscious Indulgence Meets Inclusivity

In the bustling landscape of self-care, where trends come and go like fleeting seasons, Aruha Wellness emerges as a beacon of authenticity, sustainability, and inclusivity. Born out of a passion for self-care and a desire to create products that resonate with individuals of all ages and genders, Aruha embodies the essence of conscious indulgence.

Crafted with Care: Aruha’s Product Range

At Aruha, every product is meticulously crafted with care and attention to detail. Their skincare range includes essentials like the Brightening Face Cleanser, Day Moisturizer, Deep Cleansing Face Scrub, Detoxifying Face Mask, and Hydrating & Nutrient-Intense Skin Elixir. They also provide haircare essentials such as their Revitalizing Hair Oil, Scalp Nourishing Shampoo and Nourishing Conditioner.


Each product is formulated with natural ingredients sourced ethically, inspired by India’s traditional knowledge of herbs and flowers as well as modern botanicals. From almond oil and aloe vera to shea butter and sesame oil, Aruha’s products harness the power of nature to nourish and rejuvenate your self-care. Aruha embraces the essence of its Indian roots, seamlessly bridging the gap between tradition and modernity. They are proudly a sulphate-free, paraben-free and vegan brand.

Embracing Diversity: Aruha’s Typical Consumer

Whether they are city dwellers or corporate professionals, Aruha’s consumers appreciate the affordable luxury and cruelty-free practices that define the brand. As a gender-neutral and inclusive brand, Aruha welcomes individuals of all genders and backgrounds to embark on a journey of self-discovery and self-love through their products.

The Story of Aruha: From Grassroots to Growth

Aruha, derived from the Tamil word “Arugam Grass” (also known as Bermuda Grass) symbolizes purity and prosperity, reflecting the essence of growth and hope, perfectly aligning with the brand’s commitment.  Just like the resilient blades of grass that weather every storm, Aruha Wellness embraces the journey of entrepreneurship with grace and determination.

Founded amidst the tumultuous backdrop of the COVID-19 pandemic, Aruha’s journey began with a simple yet profound realization – the importance of self-care and conscious skincare. As the founder, Suddha, transitioned from the corporate world to the tranquillity of gardening, a newfound passion for herbal remedies and sustainable living took root. From nurturing homegrown hibiscus and bhringraj to infusing pure sesame oil with natural botanicals, every step of Aruha’s journey reflects a deep-rooted commitment to quality and authenticity.

The Aruha Experience: Inclusive, Minimalist, and Sustainable

With a focus on minimalist formulations that eschew harmful chemicals like sulphates and parabens, Aruha offers a sanctuary for mindful souls seeking solace in the simplicity of nature.

But Aruha’s commitment to inclusivity extends beyond its product formulations. By embracing the mantra that “Skin Has No Gender,” Aruha invites individuals to celebrate their unique beauty free from societal constraints. As a couple or a family, sharing Aruha’s products becomes not just a self-care ritual but a symbol of unity and connection.

Facing Challenges with Resilience and Collaboration

A combination of in-house supporters of the brand and some external help, Aruha procures its ingredients with love, care and attention.

Through an outsourced model, Aruha has fostered partnerships with experts in formulation, packaging, and marketing, creating a network of support that extends far beyond its core team. By prioritizing connections and seeking guidance from mentors, Aruha has overcome challenges with patience, consistency, and unwavering determination.

Looking Towards the Future: Scaling New Heights

As Aruha Wellness looks towards the future, the focus remains on scaling sales, creating visibility, and fostering growth. With a dedication to affordable luxury and sustainable practices, Aruha seeks to empower individuals to embrace self-care as a joyful and fulfilling journey.

In a world where self-care is often seen as a chore, Aruha Wellness offers a reminder that it’s not just about looking good – it’s about feeling good. With products that nourish both body and soul, Aruha invites individuals to embark on a path of holistic well-being, one self-care ritual at a time.

Aruha offers a deeply transformative idea: take time to care for yourself and you’ll have what you need most to look your best. In this time, choose to connect with yourself and observe what works for you and what doesn’t. Keep this time just for You. Create your own ritual of cleansing and nourishing yourself, with Aruha’s truly pure ingredients.

Association with NICEorg

Aruha’s impression of NICEorg is highly positive. NICEorg’s initiative to foster cultural enterprises and empower cultural entrepreneurs aligns with Aruha’s values. Through association with NICEorg, Aruha has found support in gaining traction and expanding their reach, further solidifying their belief in the importance of community collaboration and support.

All images are provided and belong to Aruha Wellness

Author: Shikhaa


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