For a growing number of parents, buying skincare products is no longer a simple decision. Ingredient labels are scrutinized, safety claims are evaluated, and products used during pregnancy, infancy, and early childhood are increasingly viewed through the lens of long-term health.
As awareness around ingredient safety has grown, so has demand for skincare brands that offer transparency, scientific validation, and recognized certifications.
It is a shift that has helped shape AreoVeda, a skincare brand focused on mothers and babies. The company positions itself as India's first natural baby skincare range with ceramides to receive Ecocert certification, combining ingredient transparency, cellular science, and global certifications.
The origins of the brand, however, lie far from the skincare industry.
From stem cell science to skincare
The story begins with LifeCell, the community stem cell bank founded in 2004 by Mayur Abhaya and Taru Mayur. For more than two decades, the company has worked with families looking to preserve cord blood stem cells at birth as a safeguard for future health.
By 2023, the founders early had spent 20 years working in stem cell science and cellular research. Skincare was not part of their plan. That changed when they came across environmental health research, including findings referenced by organizations such as the Environmental Working Group (EWG), highlighting the presence of more than 200 chemical compounds in newborn cord blood, some potentially linked to developmental health concerns.
For the founders, the findings raised a broader question.
"What impacted us wasn't just the number of chemical compounds detected, but what it meant for the newborn baby," they said.
That led to another question. "If signs of environmental exposure are already present in a baby's body at birth, then when does protection really begin?"
The question shifted their perspective. If exposure could begin before birth, then protection could not start only after birth. It had to begin earlier, in the everyday choices surrounding pregnancy, motherhood, and baby care.
One of those choices was skincare.
The founders began to see a gap between the future health parents were trying to protect and the products mothers and babies were exposed to long before and immediately after birth.
That gap became the foundation for AreoVeda.
Building a science-backed skincare brand
Founded in 2024, AreoVeda was created as a skincare brand rooted in the founders’ experience. Its formulations are tested on lab-grown human skin cell models, an approach the company says is uncommon in the Indian skincare industry.
The founders drew from scientific expertise developed through LifeCell to build a research-led product development process focused on ingredient transparency and safety for expectant mothers, new mothers, and newborns.
Explaining the brand's testing philosophy, Co-founder Mayur Abhaya says, “We are the first skincare brand in the country to have a complete cell line where stem cells are used for verifying the safety and the performance of cosmetics. Animal testing for cosmetics is banned. Human testing directly is not the right way of doing it. In the lab, you can create a replica of the human skin.”
At a time when consumers are increasingly questioning what goes into their personal care products, AreoVeda positioned itself as a brand that focuses on scientific validation and clean formulations. The company’s products undergo more than 10 in-cell tests and are developed using a cryo-milling technique designed to preserve the potency and purity of ingredients.
The formulations contain more than 98% natural and plant-based ingredients, and are designed to be safe for pregnancy and baby care. The company says this focus on ingredient integrity helped it become India's first skincare brand to receive both Ecocert Certification and EWG Verification.
Today, AreoVeda offers products for expectant mothers, new mothers, and babies from day one onwards. These include stretch mark creams, bathing bars, massage oils, post-natal care products, and ceramide-powered skincare formulations.
With the launch of its ceramide range, the company also became India's first natural certified ceramide baby skincare range, combining skin barrier science and natural formulations for newborns and children babies aged one to five years.
A broader shift in parenting
Beyond the products and certifications, AreoVeda reflects a wider shift in how parents approach personal care. Skincare is increasingly being viewed not only as a matter of beauty, but also of health, exposure, and prevention.
The brand represents the convergence of cellular science and everyday skincare, shaped by a belief that decisions made during pregnancy and early childhood can have lasting implications.
For Mayur Abhaya and Taru Mayur, AreoVeda was not conceived as another skincare brand. It emerged from a question that challenged how they thought about protecting a child's future health.
The answer led them from stem cell banking to skincare, while keeping the same focus on prevention, safety, and science-led care.
(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)
Original Article
(Disclaimer – This post is auto-fetched from publicly available RSS feeds. Original source: Yourstory. All rights belong to the respective publisher.)
