Zaaina Skincare: All-Natural Beauty Products Meet Modern Digital Tools

While searching for a new job, Purvi Desai started making and selling her own all-natural lip balms, face masks, and skin toner. They were a hit at local farmers’ markets, so Purvi decided to turn her hobby into a full-time business. 

Since founding Zaaina Skincare in 2010, Purvi has expanded her offerings to over 40 products, including soaps, balms, serums, and candles, each crafted from simple ingredients such as honey and turmeric. By blending traditional methods — her products are inspired by her Indian grandmother’s all-natural beauty regimen — with today’s digital tools, Purvi has built a thriving business.

“When I got started in my kitchen, I never imagined having a brand at this scale,” she said. 

In addition to selling through Costco, Etsy, and her online store, Purvi has been an Amazon seller since 2014. The e-commerce platform’s Amazon Ads services help her manage her advertising and find new customers, and its Fulfillment by Amazon (FBA) services allow her to ship hundreds of weekly orders. If Purvi’s customers aren’t sure which of her products best suits their needs, they can even get recommendations from Rufus, Amazon’s AI-powered shopping assistant. 

Thanks to Amazon, Zaaina Skincare has grown by 300 percent in the last two years. Purvi’s story shows the platform’s value for small businesses — a value that regulators don’t seem to understand. The Federal Trade Commission’s (FTC’s) lawsuit against Amazon could break apart the tools that keep ads effective, deliveries reliable, and entrepreneurs like Purvi thriving. 
Learn more about Purvi and Zaaina Skincare at https://www.zaaina.com/