Asaya

Asaya is a skincare brand founded in 2021, focused on creating high-performance products for melanin-rich skin.

Headquartered in Bengaluru, India, the company was established by Neeraj Biyani, Mandeep Singh Bhatia, and Eeti Sharma. Asaya aims to address the unique needs of Indian and other melanin-rich skin types, often overlooked by mainstream beauty products. The brand is known for its "melanin-first" approach, offering clinically tested and nature-derived solutions for issues like hyperpigmentation, acne, and dryness. Asaya operates primarily as a Direct-to-Consumer brand, utilizing a strong digital strategy while expanding into offline retail. The company has raised approximately $4.6 million in funding to support its growth and product diversification. Its product range includes face cleansers, moisturizers, serums, sheet masks, and sunscreens, all designed to cater specifically to the needs of its target demographic. Asaya is committed to quality, ensuring its products are vegan, cruelty-free, and dermatologically tested.