The story behind Anara, by Arati, our founder
Where it all began
Skincare has always been important to me. Not in a superficial sense, but in the unsaid way so many women understand. Those few minutes each day that bring comfort, confidence and a chance to reconnect with ourselves.
For as long as I can remember, I wanted to create my own skincare range.
That dream stayed with me throughout my two decade long career in marketing and startups. From helping launch Ocado in its early days to leaving as Head of marketing, and later co-founding, growing and selling a luxury well-being business.
Those years taught me a great deal about brands, products, marketing and the power of growing a business from the ground up.
They also taught me to question.
I found myself wondering when and why skincare had become so complicated.
Why we were encouraged to use a different product for every part of our face.
Why our routines had to change every time our skin did.
And why luxury and natural had become two worlds that rarely seemed to exist together in harmony.
Those questions stayed with me for years.
And then tragically and unexpectedly my life changed literally overnight.
The grief that followed the loss of my husband and partner of 20 years, alongside hormonal changes, left my skin sensitive and reacting to products I had trusted for years.
And suddenly all those questions that had been in my mind for years began to feel deeply personal. My husband always believed I was meant to be an entrepreneur and in the years that followed his passing his belief in me stayed with me and gave me the courage and clarity to finally pursue my unfulfilled dream.
The creation of Anara
I spent four years researching, questioning and working alongside doctors and scientists whose combined botanical formulation experience spans more than 150 years.
Rather than creating products individually, we developed the entire Anara range as one carefully considered collection.
Every decision we made had a purpose. Ingredients were chosen for their proven well-ageing benefits and as importantly there was a long list of those we chose to leave out. Safety and efficacy guided every decision we made.
Pregnancy-friendly became my benchmark for gentle skincare because I wanted products that could support women through every stage and sensitivity of life.
Each formula was designed for the eyes, face and neck because I never believed women needed a different product for every part of their face.
Natural-origin ingredients and beautiful sensory experiences were equally important because I refused to believe luxury and nature couldn't exist together.
Looking back, I realise I wasn't simply creating five skincare products.
I was creating a different way of thinking about skincare.
One that looks at a woman's life and skin in its entirety, rather than as one concern, one trend or one season in isolation.
One that supports changing skin without expecting women to constantly change their skincare.
That philosophy became Anara.
A capsule wardrobe for your skin.
Made for you
Since launching in 2023, Anara has received 22 industry awards and been featured in publications I would only have dreamed of.
Those milestones make me incredibly proud, but what matters most is hearing from women who tell me that Anara has brought a little more comfort, confidence and joy to their daily lives ~ that truly was my wish for Anara.
