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.

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.

OUR CORE VALUES

  • 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.

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