BeautyTalks with Nehal Ghevariya, Kusum Cosmetics CEO

What is the backstory behind Kusum Cosmetics?

Nehal established Kusum Cosmetics in 2011 with the aspiration to create health-focused beauty and cosmetic products.

Nehal was pregnant with her first baby and wanted to use only natural products. Upon reading the product labels in detail, she found that her favorite skincare products contained mostly synthetic chemicals despite the front label claiming them to be all-natural! Some of the ingredients were familiar and friendly; most were not.

With a notion of using health-conscious skincare, she delved into further research and cultivated her formula. The results were astonishing. Kusum was then born to provide the benefits of her creations to the world.

Over the next nine years, Nehal conceptualized a unique product line that would allow the user to immerse into an uncut, head-to-toe health-focused experience.

In what ways is Kusum Cosmetics different from other brands?

Kusum is a manufacturer of American luxury beauty, skin, and personal care products. Kusum crafts unique solutions to today's challenging skincare needs.

A partner in promoting healthy skin care, we strive to bring innovative concepts to our clients while maintaining ethical and sustainable manufacturing.

Kusum fills the void in the beauty market for a US-made luxury brand that offers complete skin care from head to toe using high-quality, plant-based ingredients.

Kusum focuses on health-conscious skincare and beauty enhancement.

Nature creates elements in a slow and controlled fashion. Products made using ingredients derived from nature produce practical results and provide long-term benefits slowly and sustainably.

Adapting to a health-conscious lifestyle and its principles helps us live better while conserving nature.

Kusum is the only brand offering strict shelf-life control to allow maximal efficacy from the ingredients provided in the product line.

“Each of our products is formulated for a specific ritual, and routine use of each ceremony provides the optimal benefit of health-focused skincare.”

Is sustainability important to Kusum Cosmetics?

Crafted for sustainability and zero waste:

• We believe in the four "R" of natural conservation. Rethink, Reduce, Recycle, and Repair.
• Kusum supports nature protection by utilizing ethical, sustainable, and renewable resources.
• We choose to connect to our clients by designing recyclable product containers and reducing packaging-related waste of natural materials.
• To encourage recycling, our packaging provides simple, written instructions for recycling rather than using complex symbols and QR codes.
• Our supply chain, production, and transportation algorithms further reduce fuel consumption and other resources resulting in a low carbon footprint.
• Kusum uses electricity generated exclusively from renewable sources such as solar and wind generation.
• Kusum Cosmetics donates a portion of its profit to various nonprofit organizations to support nature conservation.

"There is nothing better than keeping the earth beautiful for our generations!" -Nehal.

What are your go-to Kusum Cosmetic products?

Our skin is the largest organ of the body. The skin issues related to the face could occur from irritation in the hands! We recommend using the entire Face, Hair, and Body Care.

Each of our products is formulated for a specific ritual, and routine use of each ceremony provides the optimal benefit of health-focused skincare.

Tell us more about Kusum Cosmetic's Beauty Pearls!

Evolving from engineered to natural is a challenging adaptation. Beauty Pearls is a dedicated section of our website that helps health-conscious people understand the basic concepts of skincare, product labeling, interpretation of ingredient declaration, the idea of shelf life, sustainability, recycling, and reducing their carbon footprint.

In the beauty pearls section, you will find articles ranging from skin facts, anatomy of a label, simple skincare routine, skin and work balance, hair care, nurturing for a better tomorrow, skin massage, and skincare minimalism.

Is Kusum Cosmetics expanding into other products in the near future?

Our products are crafted with love using a delicate combination of pure ingredients to preserve their natural effects. We focus on core concepts of skincare and beauty rather than racing with the market demands. Therefore, we introduce a small number of new products each year. This practice allows us to minimize waste generated from overstock.

We love the packaging. Could you tell us more about it?

Our packaging offers a luxury experience to the user while keeping sustainability and recyclability at the forefront. Our primary packaging is either glass or PET bottles; both are easily reusable and recyclable. The secondary packaging is a recyclable paper board.

We opted for a sturdy secondary packaging (the box) to minimize damage to the product container and reduce outer shipping carton-related waste.

Kusum is unique when it comes to helping its users maximize recyclability. Our packaging provides clear written instructions for recycling the box and the bottle rather than using symbols (hard to understand) and QR codes (adds a step to review recycling information). Wouldn't it be easier to recycle with an on-package guide rather than having to look it up on the internet?

What results should one get after using Kusum Cosmetic products? How long does it take to see results?

If a shampoo, conditioner, hand wash, or body lotion is causing face irritation by passive action, one can try all kinds of face care products and see no results; this is a common
cause of frustration, and many switch products and brands to achieve desired results.

Nature creates elements in a slow and controlled fashion, and the products made using ingredients derived from nature are expected to provide results similarly. Continued use of such products and adapting to organic living are crucial in achieving and maintaining a well-cared skin. Every person responds differently, and therefore, we believe that setting reasonable expectations and changing the entire lifestyle is critical to achieving success in skincare.

While most products are expected to "provide results," we suggest considering a different approach. We believe in keeping and beautifying what you already have, thus our slogan — "stay beautiful…naturally!" Our products help you maintain your body's natural tone, vitality, and radiance and help minimize damage from the environment and other factors. Keeping your natural beauty is more rewarding than trying only to reverse the changes. This is one of the reasons our products are equally famous among younger adults. Prevention is better than cure.

“Being able to spread the word and assist people with health-focused skincare has been the most satisfying part of our operations.”

Run us through your night-time routine!

Our skin repairs itself while we are resting. We recommend several simple steps to enhance skin rejuvenation at night:

1. Cleansing. We recommend a plant-based, gentle cleanser for the face and good quality shower gel for the body. Use twice daily. Pay special attention to skin folds (eyelids, back of the ears, neck, underarms, breast, back, groin, and folds over all the joints.
2. Hydrating. A well-hydrated body provides good internal hydration to buddying cells of the skin. Choose plain water. How to quickly know if you are well hydrated? By the color of your urine- really! Yes, the color of urine should be very light yellow or white. If you achieve that, you are well hydrated! External hydration using a good quality shower gel and face cleanser allows the removal of dirt, grime, and unwanted oils without stripping the skin off its essential oils. Avoid long, hot showers. Consider plant-based Rejuvenation serum as a lock-in moisturizer.
3. Moisturizing. About 70% of our body is made of water. The outermost skin cells are vulnerable to environmental factors and prone to dehydration. A rich moisturizer prevents dehydration after a day's work. Use cream for dry areas, palms of hand, and feet. Stem Cell Cream and Night Ecstasy body lotion from Kusum offer the benefits of moisturizing, hydration, and aromatherapy.
4. Massaging. Massage therapy reduces anxiety, stress, pain, muscle tension, headache, and stress-induced insomnia. Psychologically, a massage provokes relaxation and comfort and may help induce sleep. Gentle massage on the skin using a high-quality face or body massage oil helps the skin relax and enhances its ability to repair.
5. Nourishing. Eat a balanced diet on time. Our favorites are green leafy vegetables, fruits, and nuts for vitamins and micronutrients, plant-based proteins (legumes), and fats (olive oil).
6. Resting. Getting enough sleep (7-8 hours at least) every day does wonder on the skin. Such a nightly routine helps skin soothe irritation and fight visible signs of aging and wrinkles.

How has Kusum Cosmetics evolved throughout the years?

The concept evolution of Kusum — "Stay Beautiful…Naturally!" dates back to 2011. Since then, it took over nine years to cultivate a complete, end-to-end care line. Like nature, we prefer to learn and evolve within our core values slowly and sustainably. Today, Kusum is internationally known for its unique, American-made, luxury skincare products.

What has been your most memorable moment with Kusum Cosmetics?

Hearing from our clients about their journey to success using our products has been most memorable. Being able to spread the word and assist people with health-focused skincare has been the most satisfying part of our operations.