Business Mint Recognized Aardae as the Best Emerging E-Commerce Startup in 2022 as Beauty & Wellness Category

“Aardae” means “Earth” in Dutch, and their ethos as a brand is to mirror the earth’s beauty philosophy. They are a thoughtfully curated online platform celebrating sustainable, non-toxic, and cruelty-free products launched in Singapore to introduce an extensive selection of the finest beauty products sourced from international indie brands to Southeast Asia. Co-founded by two passionate entrepreneurs, Shweta Gupta and Darshana Balagopal, Aardae’s philosophy is sharing knowledge about products that are not merely heavily embedded in conscious beauty but also promise high sustainability. 

As entrepreneurs, they noticed that there was a huge international demand for clean beauty, but that dedicated destinations for these were few and far between. They recognized that the online space had the most potential as well. Most importantly, they discovered that homegrown, nature-based Indian brands had efficacies on par with chemical-based international brands. Aardae is the very first platform of its kind, taking clean Indian beauty brands to the world. They strongly believe that independent Indian beauty brands already have what it takes to compete in the global market, and what they have done is to bring them together on a unique, tech-based platform.

Carefully selecting each product, these beauty enthusiasts have curated over 1,000 products from 40 unique brands including international cult favorites such as Brillare, Juicy Chemistry, Soul Tree, Purearth, Earth Rhythm, and Just Herbs. A remarkable allegiance to high standards is that Aardae also performs its own in-house consumer testing on each product prior to its inclusion in the catalog.

At Aardae, they believe in exclusively curating products that are high in quality. Patrons can rest assured that every aspect of each individual brand and product has been considered and put through objective and stringent testing before being offered to them. As for skincare aficionados, they wanted to close the existing gap and come up with a platform that is essentially the first of its kind. While they are thrilled to introduce these fabulous brands to Singapore, they are equally eager for consumers to be introduced to a dedicated clean beauty platform such as Aardae as a one-stop solution for all their hair and skin needs.

Consumers would be able to explore multiple ethically sourced and thoughtfully manufactured skincare and haircare products that are incredibly versatile and suitable for modern lifestyles. Driven by the desire for consumers to be more conscientious and knowledgeable about their purchases, Aardae goes to a great length to provide options that are committed to reducing carbon footprints and minimal environmental impact. Speaking on the sustainable beauty elements incorporated by Aardae, the Co-Founders are both heavily rooted in conscious beauty and it is important to them that their platform echoes these beliefs. With so many complex options available globally, the challenge before them was to consider and shortlist products that were safe for their consumers as well as the planet. They hope to encourage smart buying decisions and induce higher levels of mindfulness of the environment by using highly efficient products.