Nikita Charuza, an editor-turned-founder, launched Squigs in 2022 to celebrate and share Ayurvedic beauty rituals rooted in her Indian heritage. Growing up amidst frequent relocations, she forged connections through beauty and fashion. Her family's weekly haircare and skincare traditions, which included creating homemade Ayurvedic products, inspired her to make these practices mainstream. Squigs aims to present Ayurveda as fun and effective, with products like the award-winning Gooseberry Delight Hair Oil, which utilizes traditional ingredients while dispelling myths surrounding hair oiling.
My love for beauty and fashion was how I made friends at school. We would blast music or put on a Bollywood movie and make Ayurvedic hair oils and face masks.
With Squigs, we're really trying to make Ayurveda feel approachable, fun, and effective for all.
Our five-time award-winning Gooseberry Delight Hair Oil is based on what my great-grandmother Aai and I would make when I was younger.
Hair-oiling newbies often get scared at the thought of leaving your hair in oil overnight because of the misconception that it will clog your pores.
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