The Joyful Transformation Behind the Award-winning Parëva Beauty: Science, Transparency and Skin Longevity

"All Parëva Beauty products are powered by an exclusive, proprietary technology, Molecur 3 which is a skin longevity superstar supporting exosomes and NAD+ proven to clinically reverse the look of skin aging," says Rao.Parëva Beauty"Our name is a shortening of the word Parevartan, which means joyful transformation in Sanskrit," says Smitha Rao, founder and CEO of Pareva Beauty. "We believe in the power of good science, the spirit of radical transparency and the joy of transformation."

She adds, "All Parëva Beauty products are powered by an exclusive, proprietary technology, Molecur 3 which is a skin longevity superstar supporting exosomes and NAD+ proven to clinically reverse the look of skin aging."

Parëva Beauty took part in NYSCC's Suppliers' Day 2025 Indie Pavilion, "dedicated to highlighting new to market indie beauty brands that have novel ingredients, formulations and unique concepts," according to the organization.

In fact, the brand won the Indie 360° People's Choice Award. The award announcement took place during a champagne toast on Wednesday, June 4, at the Indie Pavilion.

Here, Rao tells us more about her brand, the challenges of indie beauty and much more.

Rao: The F(Actuals) codify Parëva's spirit of radical transparency, in an industry that has hidden behind a shroud of mystery, with “miracle” ingredients and exaggerated claims falling far short of promises made. We all deserve better. It’s time to reclaim science as being "on our side" in the beauty industry. No ingredients to be scared of here, we’re an open book and want everyone to understand why Parëva works.

We believe skin transformation can be joyful, and this is an important ethos of the brand.

Rao: Reset your expectations of what topical skin care can do with Parëva’s three-step system for skin longevity. Our line up consists of the following:

Step 1 – Prevent: C35.5 Firming Glow Serum - 35.5% High Performance ingredients to arrest future signs of aging.

Step 2 – Restore: COLL20 Gel Cream Moisturizer - 20% High Performance ingredients targeting collagen on multiple levels.

Step 3 – Prep: RH5.5 Hydrabond Primer - 5.5% skin care ingredients in a primer, formulated without silicone and oils

Rao: My hope is to build a robust community who believes in good science and resonates with our promise of transparency and joy. To grow the business, we are prioritizing DTC and professional channels in the next 2 years. We have several retailers who have reached out showing interest in the brand and we would like to have an anchor-retailer partner that we could leverage to grow the brand.

Rao: The entrepreneurial path isn’t easy—every day brings a new challenge, whether it’s tariffs, shifting consumer confidence, or rising competition. No two days ever look the same. That said, I’m grateful to have a strong advisory team in my corner, helping me think through the tough moments and stay focused on building the business with intention.

Rao: Running a startup feels like stepping into a boxing ring—every day is a mix of strategy, endurance and staying on your feet through unpredictable hits. You're constantly switching between offense and defense: pitching to investors one minute, solving supply chain breakdowns the next. You learn to move fast, stay focused under pressure, and take hits without losing momentum. It’s not for the faint of heart—but if you can stay in the fight, the wins are worth it.