At Echt our product philosophy is to be sustainable and minimalist in nature. All Echt Beauti products are: made of organic ingredients, 100% cruelty free, vegan and completely free of harsh compounds like sulphates, parabens, lead and phthalates. We are proudly made in India. Our decision to formulate and manufacture our products in India was influenced by India’s rich heritage of Ayurveda.For thousands of years Indians have skill-fully used nature based skin care and makeup products, hence making it the best country to develop and establish a cosmetic line.

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Shweta Vashishtha

Founder - Echt


Surabhi Ganguly

Founder - Echt
Earthy Entrepreneur

Echt Founder - Shweta Vashishtha

With more than a decade of work experience, Shweta is a dedicated, result-driven and foresighted individual. She is the perfect embodiment of a self made, talented women professional. Her strong desire to give back to the society and a belief in the sustainable lifestyle played a crucial role not only in her entrepreneurial journey but also formed the founding principles of Echt Beauti.

Earthy Entrepreneur

Echt Founder - Surabhi Ganguly

Surabhi left a comfortable life in USA and returned to India in order to follow her passion and dream. After years of experience in corporate America, she decided to embark on the entrepreneurial journey to create and establish a 'Made in India' cosmetics brand. Passion for makeup, pride in her Indian heritage and a purpose to make cosmetics safe and sustainable motivates her on this journey.

Inspiration | Journey | Entrepreneurship

About the brand

At Echt our product philosophy is to be sustainable and minimalist in nature. All Echt Beauti products are: made of organic ingredients, 100% cruelty free, vegan and completely free of harsh compounds like sulphates, parabens, lead and phthalates. We are proudly made in India. Our decision to formulate and manufacture our products in India was influenced by India's rich heritage of Ayurveda.For thousands of years Indians have skillfully used nature based skin care and makeup products, hence making it the best country to develop and establish a cosmetic line.

Vegan & Cruelty freee

Our products do not contain any animal ingredients or animal derived ingredients. They are both vegan and cruelty free.

Sustainable & Made in India

Our ingredients and herbs are grown organically in India and are full of all the nutrients that benefit our skin. They are completely free from any harsh chemicals like paraben, sulphates, lead and etc.

Formulated for Indian skin tone

All our products are specifically made in accordance with indian skin tone. ‘‘From India For Indians’’