Founder

Early on, with an East-West upbringing that juxtaposed the practice of medicine with the traditions of Ayurveda, Urvashi developed a passion for beauty and nutrition - long before health & wellness became a thing. After her MBA at the Wharton School, she had a diverse set of academic and work experiences that unbeknownst to her back then, would come together in Aphorism - global strategy, new markets, consumer health, and product innovation, all while in parallel living the quintessential New York City life with a work-hard, party-hard ethic. 

Diagnosed with a rare cancer out of the blue, life fell apart somewhat. Trying to put the pieces back together, she researched the link between chemicals pervasive in mainstream food and skincare to reproductive, hormonal, immunity and neurological disorders. She certified in  nutrition  and advanced organic plant-based skincare formulation to first of all, create a completely natural approach to diet and skin in her own life. No "miracle" products loaded with toxins – just pure and potent raw ingredients. The results were transformative.

But as memories of the illness receded, she was back to craving beautifully packaged and scented skincare that seduces most women into unknowingly buying a cocktail of toxic ingredients.  It was hard to find products that were as glamorous and “high performance” as conventional skincare, but absolutely natural. So, she became a first-time entrepreneur to create a line of products that makes plant-based organic skincare luxurious, aesthetic and appealing to everyone – not just the health-conscious. Urvashi’s experience in nutrition, natural skincare science and product innovation resulted in a line of powerful skincare products made entirely with potent cold-pressed, raw plant ingredients and botanical extracts. Aphorism – a high-performance, 100% plant-based skincare range for city living – was created in New York City.

Urvashi is committed for life to creating true awareness of clean beauty, nutrition and lifestyle for transformative wellness inside and out. She has been featured in numerous publications including Byrdie, Beauty Independent, Hello Giggles, Viva Glam, and American Spa among others.