The concept of brand SVA is built on our commitment to revive traditional herbs & age-old beauty recipes. Our deep understanding of indigenous ingredients backed with scientific knowledge, meticulous research and study form the core of our innovative products. SVA 100% plant-based hair dyes is the brainchild of this very passionate dream to bring innovation in natural cosmetics.

For centuries, natural ingredients like Henna, Clay, Oil, Honey, Milk were used extensively for beauty rituals. It is well documented in the ancient historic scriptures that both men & women indulged in beauty treatments like luxurious milk baths, body massages, scrubs, face masks, perfumery, tattoos inspired by their cultural and geographic location. The Greek, Roman & Egyptian civilization are well known for their beauty secrets. In fact the word, "Cosmetics” is derived from the Greek word ‘Kosmetikos’, originating in the 17th century. India's very own -Ayurveda, the world's oldest holistic healing system that dates back 5000 years has detailed beauty treatments. It is impressive how these age-old beauty rituals & recipes work like magic even today.

The journey of SVA started with sheer desperation to find personal care products with traditional ingredients. There were many brands in natural skincare, but only a handful in the haircare segment- especially in the hair dye category. Covering greys is a BIG challenge for most of us. With limited choices available, we regularly expose ourselves to harsh chemicals. As a result, dry brittle hair, rapid greying, itchy scalp, sensitization to oxidative hair dyes are few concerns many are battling with. So we dived into the world of traditional ingredients used for centuries to dye hair. This opened a whole new realm of plant-based hair dyes. Our search for covering greys without chemical dyes was quite eventful. We struggled with adulterated products, poor quality ingredients and to top it all, MIS-INFORMATION!! Due to lack of solid research & study in this arena, most information available was cut-copy-paste job or hearsay. After years of learning various plant dyes, plant properties, fabric dyes, dye mechanism, we perfected the combination and technique to use 100% plant –based hair dyes to cover greys effectively. We test marketed our products in September- October 2019. Merely within 6 months, the demand propelled through word-of-mouth! Our products are formulated by SVA founder & chief formulator -Deepali Razdan who has mastered the art of using 100% plant-dyes to cover greys from black, brown to blondes!!