Avvai Beauty: Meet the UAE’s hottest new clean make-up brand  

When companies make false claims or exaggerations about sustainable and eco-friendly aspects of their products in order to attract customers, it’s called greenwashing.

When homegrown beauty brand Avvai says that its products are clean, natural, vegan and cruelty-free, they have the information to back it up.  

Built on transparency and a desire to demystify the concept of ‘clean’ beauty, the Avvai website lists the names and origins of all the ingredients used in the company’s products. As part of their efforts to educate, users can browse through two lists: #AvvaiApproved and #AvvaiAvoids.

Founded by Dubai-based sisters Shivani Phulwani and Mallika Kalwani in May 2023, Avvai brings a wellbeing-focused and sustainable approach to make-up. Specializing in clean, premium-quality lipsticks and eyebrow products, they are already making waves across the Middle East’s growing beauty industry.

Avvai Beauty Co-Founder Shivani Phulwani
Avvai Beauty Co-Founder Shivani Phulwani

Clean beauty you can trust

Shivani explains that Avvai was born out of a desire to provide every individual with the knowledge they need to make informed and ethical beauty product choices. 

“There are no standardized regulations in the beauty industry that classify what makes products ‘natural’ or ‘clean’,” she explains.   

“But for us, clean beauty means products that are formulated with safe, non-toxic, and environmentally friendly ingredients, and ones that are free from harsh chemicals, synthetic fragrances, parabens, and other potentially harmful  substances. We prioritize using natural, organic and plant-derived ingredients that benefit the skin, and we don’t add any ‘fragrances’ as these are  normally created with chemicals, too.”  

Along with causing harm to the environment, Shivani notes that chemical-laden products can also have a negative impact on our health.

“Our wellbeing is intimately connected to the quality of our personal care products. Chemicals from our beauty products can easily become absorbed into our bloodstream, and this can lead to hormone disruptions, reproductive issues, neurological concerns and skin irritation,” she says.  

“The average woman uses around 12 products every day, and these can contain up to almost 170 different ingredients. It’s vital that we learn to look more closely at what we are putting on our bodies.”

All-natural ingredients

Created with the help of chemists, scientists and industry experts, Avvai’s unique formulas feature natural ingredients such as shea butter, candelilla wax and macadamia oil. Each element serves a specific purpose, such as moisturization, color or texture.  

Specifically designed for a local audience, the UAE-made products can withstand temperatures of up to 50 degrees Celsius, while all the packaging is completely recyclable. Best-selling Lip Paste come in boxes made from 100 percent PCR (Post Consumer Recycled) plastic, while the box is designed to be reused. The Brow Friend eyebrow pencils are made with soybean, coconut and vegetable oil in shades of brown or black.  

“Our products strike the perfect balance between environmentally conscious, effective and practical. This makes Avvai the perfect choice for beauty enthusiasts who want to incorporate a blend of nature and science into their makeup routines. The pursuit of health and wellness has become a universal priority, and we are thrilled to be a part of this transformative movement,” Shivani adds.  


 Making a difference

A brand with a strong social conscience, Avvai donates a portion of its sales to Harmony House India, a charity that provides education and care for children from the slums of New Delhi.   

“We met the co-founder at an event, and his unwavering passion and dedication left a lasting impression on us. It inspired us to contribute to their work and it warms our hearts to know that our donations are helping to provide hundreds of children with a better quality of life,” notes Shivani  

Both born and raised in the UAE, Shivani says that running a business with her sister has been a brilliant experience.  

“Our bond has always been unbreakable, from sharing rooms as kids, to working side-by-side on Avvai. It’s been an incredible journey, and I feel blessed to have her as my business partner. Our individual strengths complement each other, and we are currently working on something new and exciting that we plan to unveil later this year. We are always creating and innovating, and we can’t wait to see what the future brings,” she concludes.  

Livehealthymag.com is for every body and mind in the UAE. This magazine is all about moderation, making small changes, little additions and the odd subtraction.



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