BeautyTalks with Ria Pattni, Co-founder of FUSHI

What was the inspiration behind launching your product/brand?

Both Rannesh and I have long been inspired by the concept of natural remedies. Personally, I've been deeply influenced by Ayurveda, which emphasizes the importance of maintaining and preserving health as opposed to simply treating illnesses. Understanding the intricate balance of the body and mind is essential for overall well being. So wellness and bringing this deep wisdom of Ayurveda to the world was always our passion.

“Personally, I've been deeply influenced by Ayurveda, which emphasizes the importance of maintaining and preserving health as opposed to simply treating illnesses.”

How does your brand differ from other industry brands in the same category? What gives you the competitive edge?

We firmly believe in the potency of freshness for both health and beauty. Our commitment to using fresh ingredients is evident in our process, our herbs are ground freshly in our workshop, and oils are pressed fresh from our trusted growers. With our hands-on approach, we craft all our products, carefully selecting ingredients and creating our own infusions. Fresh ingredients embody 'prana' - the life force energy as per Ayurveda, which inspires us to craft freshly made products that truly nourish and rejuvenate. I think this would be very unique to us.

What are your brand values?

Integrity, kindness, humility, and commitment are the cornerstones of our brand ethos. Since our inception 15 years ago, we have strived to be an earth-friendly brand, minimising plastic usage and now are almost 97% plastic free. By imparting wellness and wisdom, and remaining committed to our earth friendly goals - we aim to extend kindness not only to our customers but also to our growers and the Earth itself. Our dedication to conducting our business with integrity is deeply rooted in the principles of Ayurveda.

Walk us through your development process — from ideation to the product we see on the shelf.

Our inspiration often stems from our valued customers, the wisdom of Ayurveda, and everyday health challenges we observe. We want to find simple natural solutions and inspire people to live healthier and happier lives. With a dedicated in-house workshop, formulations take shape, allowing us to work closely with our pure freshly ground organic ingredients. Our process is highly collaborative, our entire team is involved and we are driven by our intuition and a deep understanding of our customers and their preferences.

What are your hero ingredients?

We have the joy of working with hundreds of ingredients, each cherished in its own right. From the potent Ashwagandha and Triphala to the nourishing Jojoba, Rosehip, and Carrot oils, our selection is diverse. Additionally, our infused Really Good oils range for hair, skin and body are a perfect showcase to our favourite ingredients, carefully combining the best of Ayurvedic ingredients to create our award winning range of oils.

Other than your company, what is something you are passionate about?

I'm deeply passionate about Ayurveda and yoga, finding profound fulfillment in all things related to wellness of the mind and body. Beyond that, I have a great appreciation for nature, and the transformative power of music and dance, and cinema.

What is one major lesson you learned about running a business?

When making decisions, it's essential to prioritise long-term success over short-term gains. While short-term gains may offer immediate or quick wins, focusing on long-term success ensures sustained growth, stability, and fulfillment in the future.

What are some challenges you have overcome with your brand?

For 15 years, we've remained self-reliant, forging our path without external funding or investment, a source of immense pride. Despite these challenges, our commitment to long-term goals has helped us and also by prioritising quality and exceptional customer service has enabled us to carve out our niche and sustain our journey.

What would you say is your most effective marketing channel? Has it changed over time?

Currently, our most effective tool is our digital presence, particularly through social media platforms. This has changed over time, but at this point the digital platform works well for us.

Give us the backstory of your brand’s name. 

"Fushi" means "eternal living," embodying longevity and vitality.

What would you like to see for your company's future?

Our mission is simple: to share the wisdom of Ayurveda with more people and inspire them to lead healthier, happier lives.

“Our mission is simple: to share the wisdom of Ayurveda with more people and inspire them to lead healthier, happier lives.”

What do you think is the most prominent concern in the beauty industry? 

A significant concern in the beauty industry is the need for transparency and accountability regarding ingredients. Customers are increasingly seeking products with clean, non-toxic formulations and are wary of potentially harmful chemicals. There's a growing awareness for natural beauty products and organic skincare that prioritises safety for both our health and our earth.