Our Story
Two kinds of fluent.
Aastha had built her career in rooms where decisions moved fast and got measured harder - investment banking first, then the early, chaotic years of Dunzo, then strategy at a company owned by Tata Motors. She knew how to read a market on paper - the data, the models, the frameworks that told you where the gaps were and why they mattered.
Ankit knew something else. He'd already built a beauty brand from nothing into a business doing crores in revenue, every year, in a category everyone assumes is oversaturated. He knew the unglamorous truths - what shelves actually want, what a return rate really tells you, what a customer means when they say "this doesn't suit me."
Different rooms. Same question kept finding them both:
Why does Korean skincare work so well for everyone except the people in India?
The gap.
Walk into the Korean skincare aisle - online or in a mall - and you'll find a flood of greatness. Centella. Snail mucin. Niacinamide. Real, clinically proven, decades of formulation expertise behind every bottle.
But look closer. Formulated for skin in Seoul. For weather in Seoul. For a melanin index that isn't ours.
India doesn't get one climate - it gets five. A humidity that clings in Mumbai and a dryness that cracks in Delhi winters. A sun that doesn't ask permission. Skin tones that range wider than almost anywhere on earth. None of that was in the formula.
So the K-beauty that reached India was either imported at three times the price, or diluted into something barely recognisable - a shadow of the actives that made it work in the first place.
What we set out to build.
Not an imported brand. Not a copy. A brand built from zero, in India, around what Indian skin actually goes through every single day.
We took the actives that had real, published clinical evidence behind them and we asked a harder question for each one: does this actually hold up against Indian sun, Indian humidity, Indian skin?
If the answer was yes, it made it into a Soyaang formula.
If it didn't, it stayed in the lab notebook.
Soyaang.
We didn't want a brand that sounded borrowed. We wanted one that sounded like what it is - Korean science, rebuilt with Indian skin as the starting point, not an afterthought.
Every formula, fragrance-free. Every batch, GMP and ISO certified. Every ingredient, there because it earns its place - not because it makes the bottle feel heavier.
We're not chasing what skincare looks like on a shelf. We're chasing what it does for skin that has to survive a Delhi summer and a Mumbai monsoon in the same year.
Aastha Sharma & Ankit Agarwal, founders
Two people who'd spent their careers in very different rooms, asking the same question, and deciding the only honest answer was to go build it ourselves.