We believe in speaking for what is right and challenging the status quo to create a world where clean is the new basic without any toxicity and human greed.
The inspiration to start something in consumer products space came to us when we were still in our biotech school. During those days we were both fascinated as well as obsessed with chemicals. We would observe even the minutest change in the quantity of the chemicals and how that would affect the experiment. The same habit followed us in our lives even after we graduated and what we had never done before actually became a habit – reading and investigating each product label before using them in our daily lives. We were in utter shock of how we were being exposed to some of the most toxic ingredients and being duped into buying things that constituted of more than 95% of synthetics, preservatives
Amis & Tanaya
We knew things were not always like this. Whether it was age old Indian, Egyptian or the Chinese civilization, daily care remedies were made from the purest of herbs, which were freshly harvested and processed in the most natural way. We think it is time we get back to those basics of keeping things simple, clean and honest. ‘Clean is the new basic’ is our mantra and it represents our movement against the toxic ingredients and pollutants used in consumer goods. It represents our promise to declutter our products from the mess of chemical preservatives, fillers, plastics and human greed. It is our promise to make them free from the evil of ultra-processing and bring them to the good of minimalism. We are strongly speaking for safe, clean and effective products and together with our consumers are creating a revolution in building a world where clean is the new basic.