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    Jaypore launches a new personal care line featuring ingredients like volcanic ash and tamarind

    The ingredients caught our attention first: volcanic ash (cleanses and fights toxins) in a soap and black pepper and tamarind (anti-oxidant and anti-bacterial, it helps unclog pores) in a scrub. And when Puneet Chawla, CEO of Jaypore, told us he and his team had personally tried and tested every one of the products, we decided we wanted to know more. “The range offers a more natural way of cleansing. The soaps are made completely with oil, we don’t use glycerine, and you won’t find any chemicals in anything,” says Chawla of the line that was launched a little over three weeks ago. “This is just the beginning. We plan to add more variants (of what’s already on the site) and introduce more products,” he adds.
    Attention to detail
    It took eight months for Jaypore to roll out the line. “We roped in experts with knowledge of natural ingredients to create our special blends. And we were hands-on with everything from the sourcing of organic ingredients to the fragrance selection and packaging,” he says, stressing the fact that while other brands like Kama and Forest Essentials position themselves as luxury, “we are a lot more earthy.” Their pricing is another highlight. “People are becoming a lot more selective about what they put on—both in terms of apparel and what they use on their bodies. And our products are within everyone’s reach,” he says.
    Ayurveda ahead?
    Currently, you can pick up bathing bars (charcoal is a favourite), body oils, scrubs and packs on the site. But they will soon be adding more, including creams and natural shampoos. “We are also debating about creating products that are closer to Ayurveda, but nothing’s finalised yet,” he signs off.
    From `225 onwards. Details: jaypore.com
    —Surya Praphulla Kumar

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