Gift With Sift
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With Sift, We Value Being
INTENTIONAL
Our aunties always shared the why behind each routine that they used when caring for each other. At Sift, we’re not only intentional about the ingredients and concentrations that we use, but also about sharing the why behind what we do too. In being intentional, we also strive to listen and learn along the way.
GENTLE
One of the best learnings from Sift’s family history: you can treat your skin and it can still feel like a treat. With that, we design personal care products to be effective without harsh formulations, and that are gentle enough to be used regularly. Gentle care extends to our formulations always being vegan and cruelty-free.
CELEBRATORY
We’re proud of our roots – the practice of caring for ourselves, taught by generations before us, is something we love to celebrate. Roots have many complex origins, and the tradition of sifting is shared across many cultures within South Asia and beyond. We hope to share our personal stories and celebrate so many others.
A Note From Our Founder
Hi! Our Sift story has deep roots, and it means the world to share it all with you.
It began with a face mask that my family would mix and apply together on Saturday mornings back home in India. As my aunties and uncles thoughtfully sifted through Ayurvedic leaves and roots, my Avva would explain to me the importance of respecting the purpose and gift of every ingredient that we used.
Now, after years of formulating, we created Sift, a world of personal care driven by the same intentionality and crafted for you, today. My hope is to bring the curious and appreciative spirit behind my family’s personal care routine to anyone who wishes to sift with us.
With gratitude, Divya
Why Sift – The Duality of Our Name
To sift brings the nostalgic image that many South Asians collectively share: our mothers and grandmothers, sifting Ayurvedic ingredients with a sieve over a newspaper in the kitchen. It represents the amount of intention, care and love to make something from scratch, the right way.
To sift also means to examine thoroughly and isolate that which is most important or useful. We and a team of the best scientists and experts focus on doing just that with everything from formulation to product testing to packaging.