About Us

AT ROOP, BEAUTY IS MORE THAN MAKEUP

It’s memory. It’s heritage. It’s innovation.

We draw inspiration from centuries of tradition and a belief in beauty that cares for everyone. Rooted in South Asian heritage, we thoughtfully reimagine timeless rituals into modern formulas designed for everyday wear across the U.S. and beyond.

OUR MISSION is to craft heritage into high performance - transforming centuries-old wisdom into clean, modern beauty formulas. We unite innovation with timeless rituals to create beauty that is personal, high-performing, and inclusive, ensuring all feel seen while honoring the traditions of the past for today.

clean & timeless rituals reimagined for every face, every day

ROOTS & RITUALS

We believe the best beauty begins with what’s natural. From Tulsi to turmeric, our ingredients have been trusted for centuries and are refined through modern innovation to create luxurious formulas for today.

SCIENCE-BACKED HERITAGE

We craft products rooted in tradition and natural ingredients, refined by modern science to deliver safe, effective results.

TRANSPARENT TRADITION

We make Ayurveda approachable; turning centuries of tradition into clear, compelling benefits for the modern beauty market.

AUTHENTICALLY SOUTH ASIAN

Our heritage informs every detail, blending cultural truth with modern artistry to create beauty that’s real, not token.

RELENTLESS EXCELLENCE

We hold ourselves to uncompromising standards, delivering beauty that reflects precision, care, and intention.