Beauty and wellness veteran Smitha Rao’s Parëva Beauty is only one year off the ground, and it was awarded the New York Society of Cosmetic Chemists’ People’s Choice Award at the Indie 360 Pavilion on Suppliers’ Day 2025.

The skincare brand, which touts clinically crafted skin longevity, was founded in April 2024 by Rao, previously the vice president, global innovation at Vantage Specialty Chemicals and chief innovation officer and strategic advisor at Sugarbear Vegan Vitamin Care. Her career spans 18 years in the beauty and wellness space, during which time she led innovation and brand strategy for over 15 brands across hair care, wellness and skin care.

Three Pillars and Products

Parëva in Sanskrit means transformation, and the brand is predicated upon three pillars: good science, radical transparency and joy.

The brand’s secret sauce leverages exclusive technology of plant stem cells, targeting exosomes and NAD. In terms of transparency, all the active and functional ingredients in each product are labeled on the inside of the box’s flap. Joy relates to the feeling users get from transformative results with continued use.

Bestsellers include the C35.5 Firming Glow Serum, which contains 35.5% bioactives and works to “arrest” the look of future aging. Barrier-boosting ceramides, turmeric extract, inflammation preventing resveratrol, 30% Oil soluable Vitamin C and inflammaging-improving Molecur 3 deliver firmness and luminosity.

Coll20 gel cream moisturizer contains 20% high potency bioactives targeting youthful collagen to improve the appearance of lines and wrinkles while leaving skin plumped with moisturized. Collagen is the moment’s trendiest ingredient, leading as the top-growing skincare ingredient per beauty trend tracker Spate’s Popularity Index. Analysts say collagen has grown by 36.6% compared to last year and across platforms. On Search, it’s up 35.2%, and on TikTok, it’s grown by 37.2% compared to last year. Analysts say collagen has shifted from being a sole anti-aging ingredient to one embraced by younger consumers looking to achieve that plump, dewy look.

Another bestseller is the brand’s RH5.5 Hydrabond Primer. It combines 5.5% of potent skin bioactives, light-reflecting pigments and soft-focus natural powders to create an ideal canvas for makeup application. Formulated without silicones and oils, the noncomedogenic formula contains rice extract, lecithin and hyaluronic acid to hydrate skin, strengthen the skin barrier, reduce the appearance of pores and improve skin texture overtime. It also helps makeup last for eight hours, Rao said.