Founder Spotlight: Anju Rupal - Credo
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Founder Spotlight: Anju Rupal


Anju Rupal, Abhati Founder


Where are you from?

I'm a British-born Indian who has lived most of my adult life now in Switzerland.


What made you want to start a beauty line?

Abhatiis more of a movement. The media here has coined us "aesthetic activists" I was a social worker who by default became an entrepreneur and then a philanthropist. I got fed up with chasing funds for nonprofit organizations that are doing amazing work but lack funding.

Abhati is a project that successfully crowdfunded its start and was started by me to make a difference in our beautiful yet crazy world and join the paradoxes of luxury and poverty with dignity.

Seven years ago I launched with a friend the nonprofit WeForest and we recently celebrated planting over 14 million trees, giving a sustainable income to tribal communities.

I have always wanted to give capitalism a heart. So why not with our everyday products?

 Abhati is Sanskrit for "Illuminate your soul."

 Every Abhatiproduct contains a dream, a mission and a cause.

Our Dream: Transforming the world one product at a time. 

Our Mission: Empowering young women for global good.

Our Cause: Environment ( & Education (

 For Abhati, seva, the Sanskrit word for “selfless service,” is the root to the development of our Ayurveda-inspired line of socially conscious, sustainable products. Sevais the art of blessed action, to perform work without any thought of reward or repayment, and a commitment to contribute while improving the community.

 I managed to bring a renowned team of friends from the beauty industry together to work on Abhati for free. Everyone has won awards for their work and Abhatihas given them the opportunity to now pay it forward. The end result are products that make an impact not only on our skin but also on our world.

 Working with our Ayurvedic healer, as well as our team of Indian and Swiss skincare experts, Abhati keeps the idea of seva at the forefront of its thoughts. Combining a love and respect for healing plants from India and Switzerland, creating a product that is healing both inside and out.

 Abhati products are cruelty-free and possess a sattvicquality, which means we are committed to not harming any living being. The healing ingredients are designed to support and help you find balance in your hectic, busy lives. 

 Each Abhatiskincare product contains the purest natural and organic ingredients, which have been carefully sourced for their unique potency. All of our blends are individually created to capture the energetic, nourishing properties of plants. By incorporating the ancient principles of Ayurveda, products are designed to create beauty and balance within, so that it can shine externally.

 And for all of us design was a key factor, why our bottles carry a beautiful tattoo as well as a mantra.


Abhati Shampoo and Conditioner Image


What’s the best part of your job?

I work alongside a dream team of award-winning experts who are chemists, healers, dermatologist and the design team Paperlux — the in-house designers for Hermes, who packages everything so beautifully. And then there our renegade perfumer Geza Schoen, who created Abhati’s beautiful bespoke scent. Being able to work with this talented team — and then to have the support of celebrity hairstylists like Josh Wood, too, and seeing how Abhati makes a difference in so many lives is humbling.


Who/what do you draw inspiration from?

From Nature, I live in the Swiss Alps and spend a lot of time outdoors hiking.

My grandmother who lived a long colorful life and died at 105 and my mother who both have instilled beauty rituals that came out of the kitchen onto my face and hair. Gram flour, yogurt, turmeric. And the weekly hair oil ritual of which i continued and do for my daughters.


What’s your daily skincare routine?

Face yoga. We forget to train our muscles on our face. My favorite exercise scares my husband away! I have a very simple skincare routine, actually. Our line is multifunctional so Mahanadi is my go to for lips & nails, the natural salicylic acid evens your lip tone and when I have a night out, I use it on my cheekbones for a natural sun-kissed glow. Cleanse, moisturize, protect. Kaylana — a new serum coming out soon — is God’s gift to us. One of our tribal farmers in India shared his ancient family recipe that prepared sacred oils for the Mughal Royalty. We've adapted this beautiful formulation for the 20th Century to protect & heal your face with phenomenal results. Sutesh loved our work and how Karma works, has gifted this potion to us.


What makeup do you wear?

I don't wear much makeup during the day.

But when I go out for a special occasion, it's big smokey eyes using always Kjaer Weis— a brand that for me addresses all my needs and my aesthetics. I've been a huge fan from day one.


What is one thing you do on a less than awesome day to stay an upbeat and positive leader?

When things get tough, and this happens a lot, I check in with one of our NGOs.

It warms my heart to hear that a girl has stepped out of the pitfalls of prostitution and is now following her dream to become a nurse, thanks to being in school.


Do you have any non-beauty rituals that make you feel good?

Food.....I'm an epicurean. My yoga mat that's always in my car is also used to transport fine bottles of wine to my friends.


Last but not least, what’s your everyday Credo?

Abhati emphasizes the harmony between the physical, mental and spiritual realms — the wellness of the whole being, in order for beauty to exist within and without. My credo is Love. Serve. Give.

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