Ghlee Bring South Asian Healing Traditions to the Masses
Grace Mahas — May 18, 2023 — Fashion
Ghlee is a groundbreaking beauty brand inspired by family practices and age-old traditions. Founded by siblings Varun and Arati Sharma, Ghlee is the first brand to bring ghee, a staple in South Asian households, to the beauty market.
Launching with a complete lip care line, Ghlee offers Lip Balms in five flavors including Mint, Rose, Chai, Mango + Papaya, and Unscented, as well as a Lip Mask and Lip Scrub. The brand, available in the US and Canada, aims to bring South Asian healing traditions to the mainstream with its clean, high-quality skincare and beauty products.
Varun Sharma's personal journey with lip care inspired the brand. After trying popular lip products that exacerbated his chapped lips, he turned to his mother's advice to apply ghee, a clarified butter used in South Asian cooking. Amazed at its moisturizing and healing properties, he saw an opportunity to incorporate this traditional ingredient into skincare.
Ghlee's three product offerings, a Lip Mask ($23) with ghee, squalene, and kahai oil, a Lip Scrub ($15) with ghee and brown sugar, and a Lip Balm ($12), are all rooted in tradition and guided by intention. Other key ingredients include coconut oil, beeswax, and vitamin E oil, all known for their hydrating and protective qualities.
The brand is a true family endeavor. It took more than 30 iterations of the formula to land on the perfect combination, with their father playing a crucial role in refining the ghee used in Ghlee's products. You can discover Ghlee’s offerings at ghlee.com or follow the brand on Instagram at @shopghlee.
Launching with a complete lip care line, Ghlee offers Lip Balms in five flavors including Mint, Rose, Chai, Mango + Papaya, and Unscented, as well as a Lip Mask and Lip Scrub. The brand, available in the US and Canada, aims to bring South Asian healing traditions to the mainstream with its clean, high-quality skincare and beauty products.
Varun Sharma's personal journey with lip care inspired the brand. After trying popular lip products that exacerbated his chapped lips, he turned to his mother's advice to apply ghee, a clarified butter used in South Asian cooking. Amazed at its moisturizing and healing properties, he saw an opportunity to incorporate this traditional ingredient into skincare.
Ghlee's three product offerings, a Lip Mask ($23) with ghee, squalene, and kahai oil, a Lip Scrub ($15) with ghee and brown sugar, and a Lip Balm ($12), are all rooted in tradition and guided by intention. Other key ingredients include coconut oil, beeswax, and vitamin E oil, all known for their hydrating and protective qualities.
The brand is a true family endeavor. It took more than 30 iterations of the formula to land on the perfect combination, with their father playing a crucial role in refining the ghee used in Ghlee's products. You can discover Ghlee’s offerings at ghlee.com or follow the brand on Instagram at @shopghlee.
Trend Themes
1. South Asian-inspired Beauty Brands - There's an opportunity for beauty brands to incorporate traditional South Asian ingredients and techniques into their products.
2. Ghee-based Skincare Products - More skincare brands can use ghee as an ingredient in their products for its moisturizing and healing properties.
3. Family-inspired Brands - Brands can leverage the idea of family-inspired products to create a sense of authenticity and heritage.
Industry Implications
1. Beauty - The beauty industry can capitalize on incorporating traditional ingredients and techniques to create unique products.
2. Skincare - Skincare brands can explore the use of ghee as an ingredient and offer a new approach to lip care.
3. Food - Food companies can partner with skincare brands to offer ghee as a beauty ingredient and tap into a different market.
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