Shankara by Astha Katpitia

In a world dominated by instant beauty fixes and fleeting trends, one brand stands tall by bringing skin, soul, and sustainability into perfect harmony… Shankara. Rooted in the timeless wisdom of Ayurveda and enriched with advanced actives from modern Western skincare science, Shankara is more than a skincare label, it is a conscious lifestyle movement. Inspired by the spiritual teachings of international humanitarian and spiritual master Sri Sri Ravi Shankar, this globally celebrated organic cosmetic brand has redefined beauty as a holistic, transformative experience.

From its humble beginnings in a small Colorado lab in 2001 to becoming a globally respected name found in over 1,000 prestigious destination spas like The Ritz-Carlton and Canyon Ranch, Shankara has remained unwavering in its values: 100% natural, chemical-free, cruelty-free, and rooted in the “Do No Harm” principle.

At the heart of this visionary brand is Astha Katpitia, the dynamic and purpose-driven Founder of Shankara, who has championed clean, conscious skincare for over two decades… well before it became a global trend. Her journey is a testament to what passion, purpose, and persistence can create when aligned with ancient wisdom and ethical innovation.

Shankara is not just any other skincare, it is wellness, purpose, and philanthropy in a bottle. With all net profits channeled into social and environmental causes, including girl child education, women empowerment, and river rejuvenation, Shankara exemplifies the ethos of beauty with responsibility.

In this exclusive interview, Astha Katpitia, Founder, Shankara, speaks to Sumita Chakraborty, Editor-in-Chief, TheGlitz, about the brand’s evolution, its deep Ayurvedic roots, the challenges of staying authentic in a fast-paced cosmetic industry, and the milestones that shaped Shankara’s journey into becoming one of India’s most celebrated clean beauty brands.

Over To Astha Katpitia, Founder, Shankara

Could you tell us about Shankara Cosmetics?

In Ayurveda, beauty is defined as a harmony of inner beauty, outer beauty and lasting beauty. As Ayurveda suggests if you wouldn’t eat it, you shouldn’t put it on your skin! With this very thought, Shankara, was founded in the USA in 2001 to create a 100% natural skincare line that promotes wellness and sustainability.

Over the years, we have grown from a simple lab in Colorado to a globally respected brand, available in over 1000 prestigious destination spas like The Breakers, Canyon Ranch and The Ritz Carlton.

While natural skincare has seen a surge in recent years, Shankara has been a pioneer in this space for over two decades. Offering natural and clean skincare products may be safe for one’s skin but is not sufficient. We have perfected the union of ancient eastern Ayurveda and the western knowledge of ‘actives’ into our uniquely effective, result-oriented products.

In addition, high vibrational chants are played during our manufacturing processes and where products are stored, infusing positive energy into the products. In collaboration with our partners and consumers, we are committed to making the world a better place and are proud to support many humanitarian causes worldwide.

Shankara positions itself as a blend of ancient Ayurvedic wisdom and modern Western skincare science. How do you ensure that neither philosophy is compromised in formulation especially in an industry that often leans heavily on trends over tradition?

Each bottle of a Shankara product is a blend of Ayurveda herbs that balance doshas, essential Oils that brings therapeutic benefits and technologically advanced actives from the West that nourish the skin. Rather than chasing trends, we focus on what has stood the test of time and what is proven to work. For example, Ghee has been revered for thousands of years. But Shankara was the first to create an entire collection under Gheesutra using shata dhauta ghrita (100 times washed ghee) and enhancing it with Vitamin C. This collection has also won prestigious awards.

⁠“100% chemical-free” is a strong claim in a cosmetic market where even naturally derived ingredients undergo processing. How do you define and verify ‘chemical-free’ in your production and supply chain?

From the context of Skincare, “chemical-free” refers to the absence of synthetic, harsh, or potentially harmful chemical additives — such as parabens, sulfates, phthalates, petrochemicals, synthetic fragrances, and preservatives.

We use only natural, responsibly sourced ingredients — many of which are food-grade or therapeutic-grade. These ingredients may undergo minimal, non-toxic processing like cold-pressing or steam distillation to preserve their potency without compromising their natural integrity. We also use natural preservatives such as aspen bark extract.

Our dedication to purity drives us to use natural alternatives like lecithin instead of synthetic emulsifiers, ensuring our products remain lightweight, breathable, and nourishing.

We are a GMP compliant organization where some of our products are also certified COSMOS natural Ecocert Greenlife according to cosmos standard. Our Quality control follows a rigorous vetting process across the entire supply chain. We source from ethical suppliers, conduct third-party lab tests and also maintain full transparency with our INCI listings.

⁠With net profits being donated to social and environmental causes, how do you maintain financial sustainability and competitive pricing in a premium cosmetic market?

Our products sell at a premium price to maintain financial sustainability and absorb the higher costs that come with the premium ingredients used and processed followed.

Your products have won numerous awards in India for clean beauty. How do you balance the pursuit of high-performance results with your commitment to being cruelty-free and 100% natural especially in an era of instant gratification?

We conduct extensive research wherein teams of ayurvedic experts in the east & West, come together to create our product line. Every formulation is carefully crafted to balance the doshas, nourish the skin, and calm the mind. The result is a skincare system that goes beyond surface-level care, working at a cellular level to promote true transformation and holistic wellness.

Our formulations are built on a foundation of purity, using 100% active ingredients in every product. We avoid fillers, waxes, and unnecessary additives, focusing instead on ingredients that directly benefit the skin.

Our commitment to quality extends to the use of structured, energized water, a key element in our water-based formulations. This specialized water enhances hydration and bioavailability, allowing for deeper absorption of nutrients and promoting rejuvenation at a cellular level.

“Do No Harm” is a beautiful philosophy. In the context of mass production and global distribution, what are some of the hardest ethical dilemmas you’ve faced, and how has Shankara chosen to respond?

We still manufacture products in small batches to maintain the purity and integrity of the ingredients. One challenge remains packaging. We’ve invested heavily in recyclable and biodegradable materials, even when they come at a higher cost. We have opted for tree-free paper packaging using textile waste for some of our products. We offer an exchange for change program wherein customers can return their used Shankara bottles and receive a free full-sized product on their next purchase as a kind gesture for choosing sustainability.

Ayurveda is rooted in personalization, yet most beauty brands work on a one-size-fits-all model. How does Shankara address the need for customization in skin care particularly for diverse global audiences?

At Shankara, we recognise each skin type is unique and requires individual attention along with a deeper understanding of the body to understand its needs. We create products as per one’s skin types – in line with the philosophy of Ayurveda. Products are categorized as vata (dry and mature skin), pitta (normal, sensitive, combination) and kapha (oily). We also have a range of tri-dosha products which suitable particular skin concerns such as blemishes, ageing, pigmentation etc.

Our customers can also take a personalized quiz on our website to get a better understanding of which products will be suitable for them. We also offer a Beauty Consult service where we have our doctors who help decode skin concerns and guide each person with the help of Ayurveda. Our specialists work with each individual concern to encourage holistic healing, ensuring they are healthy, inside and out.

What are the milestones Shankara Cosmetics have achieved over the years and what are the challenges they have overcome?

Scaling an all-natural brand without compromising on our quality, purity, values and ethics.

Getting recognized for sustainability.