An Indian cosmetic carries two facts on the pack that no advertising can stand in for: the manufacturer’s name and address, and the manufacturing licence number held for that factory. A buyer holding the box reads both off it. A buyer reading a listing before paying often cannot, and that gap is where a buyer of asa Beauty starts.
asa Beauty is a Mumbai colour-cosmetics brand, styled in lower case, selling lipsticks, lip and cheek tints and refills for them. On 24 September 2026 five named Indian retail channels were carrying it. Nine of its product listings — five on Purplle, two on Tira, two on AJIO Luxe — carry no manufacturer, packer or importer block, and none carries a licence number.
Everything else sits around that: a company “Active” on the register under an activity code classifying it as a trader rather than a maker, an acquisition three trade outlets announced on one day in March 2024 that no filing read records, and an origin field reading three ways across five listings of one brand on one retailer.
asa Beauty Private Limited, Mumbai, was incorporated on 11 December 2019 and carries register status “Active” under NIC activity code 5190, “Other wholesale” — a trade classification, not a manufacturing one. Its colour cosmetics were priced ₹1,150 to ₹1,300 on the Indian retailer listings read on 24 September 2026, and those retailer prices place the brand in the Premium band here. No listing read, and no page the brand publishes, gives a manufacturer, an importer or a cosmetic licence number. Ownership is reported by trade press of 13 March 2024 and by no filing read.
Snapshot
- Operating company
- asa Beauty Private Limited, CIN U51909MH2019PTC334270, incorporated 11 December 2019, RoC Mumbai
- Register status
- “Active” on ZaubaCorp, FileSure and Tofler; “Active Private Limited Company” on The Company Check — all read 24 September 2026
- Former name
- ASA NATURAL BEAUTY PRIVATE LIMITED, per ZaubaCorp, whose URL for this CIN used it on 24 September 2026; FileSure records “None listed”
- Registered office
- A-512, A Wing, The Capital, G Block, Bandra Kurla Complex, Bandra East, Mumbai 400051
- Activity code
- NIC 5190, “Other wholesale”, per ZaubaCorp — three other mirrors describe the same field in broader trade wording, and none of the four is a manufacturing code
- Paid-up capital
- ₹1,00,000, agreed by all four register mirrors
- What it sells
- Colour cosmetics — crème and hydra-matte lipsticks, lip and cheek tints, minis and refills
- Indian prices read
- ₹1,150 and ₹1,250 on AJIO Luxe; ₹1,300 with a deal price of ₹1,157 on Tira, all 24 September 2026
- Price band
- Premium, set from those named retailer prices and from nothing else
- Manufacturer and licence number
- Not published on the brand’s own pages, nor on any of the nine retailer listings read
- Ownership
- Reported as bought by BIA Brands in three trade outlets on 13 March 2024, “for an undisclosed amount”; no filing read records a transfer
What asa Beauty sells, and how that was settled
The catalogue is colour cosmetics, and the articles on sale say so, not a category tag. On 24 September 2026 those included a Hydra-Matte Lipstick in Bold Berry and a Juicy Peach 09 refill on Tira; Lip & Cheek Tints in Nude Petal 06, Ripe Raspberry 03 and Luscious Apricot 05 on Purplle; a Crème Lipstick in Calm Cranberry C48 and a Mini Tint in Misty Lilac 01 on AJIO Luxe; and six Amazon.in titles.
The brand’s own store is organised the same way, around collections for lips, face, mini lipsticks, tints and kits. Every article that can be named is a lip, cheek or face colour product, a refill for one, or a gift combination of them. The only skin-adjacent items on record are a lip balm and an SPF 15 face stick.
That matters because of how the brand is shelved elsewhere, dealt with further down. Its homepage line is “Look good. do good. feel good”, and its Shop All page puts it this way:
As wide as the diverse Indian palette, as natural as it can get- we offer you the shades that are authentic, clean and divinely you. Our carefully formulated and mindfully crafted products give the global Indian women the freedom to feel good with beauty that is clean, conscious and safe for themselves and for the planet.
Read on 24 September 2026, that is a claim the brand publishes about itself, and it is treated here as that and not as a fact about a factory.
The pack facts, and where they were looked for
A packaged cosmetic sold in India carries a set of declarations: manufacturer, packer, importer where one applies, net quantity, and a consumer-complaint contact. An Indian-made cosmetic also carries the licence number held for the unit that made it. A buyer reads those off a box, and off a screen only if the listing reproduces them. Nine asa listings — five on Purplle, two on Tira, two on AJIO Luxe — published the following on 24 September 2026.
- Manufacturerabsent on all nine
- Packerabsent on all nine
- Importerabsent on all nine
- Marketed byabsent on all nine
- Net quantitypresent on four, absent on five
- Consumer-complaint contactabsent on all nine, beyond each site’s general contact link
The manufacturing licence number appears on none of the nine, and on no page the brand publishes itself.
Several of these listings do publish declaration fields — net quantity as “5 gm”, “4.2 g” and “8 g”, country of origin on five Purplle pages. These are not blank templates. They carry some fields and not these ones.
The manufacturer’s identity is not published on the listing blocks, in the legal-metrology fields, or in any Maharashtra cosmetic manufacturing licence list searched under the company’s name, which brought back general guidance pages. The only sourcing statement anywhere is five years old — a YourStory piece of 27 April 2021 recording that the products are made in India through partnerships with multiple manufacturers, vendors scouted across Mumbai and Bengaluru. No company, no address, no number.
One signal points the other way and is not usable. An IndiaMART trade profile gives the company’s nature of business as “Manufacturer”, alongside categories absent from the catalogue above. That is a self-entered field, and the register classifies the company under a wholesale and trade code on all four mirrors.
None of this says a licence does not exist. Buying online, ask the seller for the manufacturer’s name and licence number before the order goes in, and read both off the box when it lands.
What it costs in India
Sugar Cosmetics, Swiss Beauty and Plum each hold their own audit here, on the same Indian makeup shelf. For asa, the rupee figures a buyer can check come from named retailer listings with dates attached.
| Product, as the listing names it | Price shown | Retailer | Read on |
|---|---|---|---|
| Crème Lipstick, “Calm Cranberry” C48 | ₹1,150 | AJIO Luxe | 24 Sep 2026 |
| Mini Lip & Cheek Tint, “Misty Lilac 01” | ₹1,250 | AJIO Luxe | 24 Sep 2026 |
| Lip & Cheek Juicy Peach 09 Refill, 8 g | ₹1,300, deal price ₹1,157 | Tira | 24 Sep 2026 |
| Five Lip & Cheek Tint and Mini Tint listings | no price shown; each marked “This product is out of stock” | Purplle | 24 Sep 2026 |
AJIO Luxe, Tira and Purplle pages, read 24 September 2026. An overseas-facing retailer carried a lipstick priced in US dollars the same day; that figure is not converted and is not set beside the Indian ones.
Those three rupee figures are the whole of the Indian pricing evidence, and they set the band: at ₹1,150 to ₹1,300 for a lipstick or a tint, those retailer prices put asa in the Premium band here. What a buyer gets at the bottom of that band is a 4.2 g crème lipstick in one shade; the tints run 5 gm and the refills 8 g wherever a listing prints a weight. The band comes from the retailer listings named above and from nothing else — not from the brand’s own store, whose collection pages gave a buyer category copy and a result count but no price and no stock label.
Two things about the price are absent. No listing read printed an MRP as such beside the selling price — AJIO Luxe shows one figure per product, Tira a price and a deal price — and “inclusive of all taxes” appears on none of them. A buyer wanting to set a retailer’s asking price against the pack price has nothing published until the box arrives.
The range the founders gave the press in April 2021 — ₹1,750 to ₹2,900 for full products, ₹1,250 to ₹2,450 for refills — does not match the figures above. Both sets carry their dates, and no page read accounts for the gap.
Three readings of one origin field
Purplle publishes a country-of-origin field. On 24 September 2026, across five listings of this brand on that retailer, it read as follows.
| Listing, as Purplle names it | Country of origin, as the field read |
|---|---|
| Lip & Cheek Tint Juicy Peach 09 | “India” |
| Lip & Cheek Tint Refill Luscious Apricot 05 | “India” |
| Lip & Cheek Tint Nude Petal 06 | “India,France” |
| Mini Lip & Cheek Tint Luscious Apricot 05 | “India,France” |
| Lip & Cheek Tint Ripe Raspberry 03 | “France” |
Five Purplle product pages, read 24 September 2026. Tira’s brand page carries “India” as a filter value; the AJIO Luxe pages publish no origin field.
Those five readings are what the field said on the day, and nothing read explains why they differ. An origin box on a marketplace is filled in by whoever loaded the listing and is not the brand’s declaration on the pack; the brand’s own FAQ page, read on 5 September 2026, stated that its products are wholly made in India. Both carry their dates.
The company on the register
Four register mirrors, read on 24 September 2026, agree on the company’s spine: asa Beauty Private Limited, CIN U51909MH2019PTC334270, incorporated 11 December 2019, registered at The Capital in Bandra Kurla Complex, Mumbai, paid-up capital ₹1,00,000. Two of the four report the charges field, and both read that none is registered. Status is quoted in each mirror’s own words: ZaubaCorp, FileSure and Tofler each read “Active”, The Company Check reads “Active Private Limited Company”, and Tofler marks its reading as at 13 January 2026.
Three fields do not read the same across the mirrors, and both readings of each are printed here. The activity code is the first: ZaubaCorp gives NIC code 5190, “Other wholesale”, FileSure describes the same field as wholesale and retail trade, The Company Check gives “NIC Code G2”, and Tofler describes trading in cosmetic treatment services and retail trading. Four descriptions of one field — and the part they share is the part that matters: none is a manufacturing code.
The second is the latest filing: ZaubaCorp and FileSure carry a last annual general meeting of 30 September 2023 and a last balance sheet of 31 March 2023, The Company Check carries 30 September 2024 and 31 March 2024, and neither is chosen over the other. The third is the former name: ZaubaCorp records ASA NATURAL BEAUTY PRIVATE LIMITED and its URL for this CIN used it on 24 September 2026, while FileSure states “None listed”.
A check on the court record, run on Indian Kanoon on 24 September 2026 under “asa Beauty”, “asa Beauty Private Limited” and “Asa Natural Beauty”, produced no matching results on any of the three terms. A search run the same day for a company with a known record brought back thousands of rows, so the nil is a reading rather than a search that failed — no record found on those terms on that date, and nothing more.
Who owns it, and what the paper actually says
On 13 March 2024 three trade outlets reported the same transaction. Inc42 ran it under the headline “BIA Brands Marks Second Skincare Acquisition With Asa Beauty”, and its own sentence, re-read on 24 September 2026, is that an FMCG-focussed BIA Brands “has bought beauty brand Asa Beauty for an undisclosed amount”. Indian Startup News and Outlook Business carried the same report the same day. No outlet gives a price or a stake, so nothing read establishes whether the purchase was of the whole company or part of it.
Against that, the register. It carries no filing recording a transfer of shares and no change-of-control record, and no BIA Brands corporate site read on 24 September 2026 carries a company announcement of one. Paid-up capital sits at ₹1,00,000, unchanged from a reading of 5 September 2026, so no fresh equity has been issued and any change of ownership would have come by transfer of existing shares. That is a reading of one line in the capital table, not a finding about a transaction.
Two things the register does show. The board changed after the announcement: a non-founder director was appointed in May 2024 and a second in April 2025, and a director list read on 24 September 2026 shows three directors including both founders. No individual is named here, by standing rule. And the May 2024 appointee also sits on the board of Ayaasri Brands Private Limited, a Telangana company whose common-directorship table names asa Beauty Private Limited and which uses the words “BIA Brands” nowhere.
There is also no company on the Indian register named “BIA Brands Private Limited”. The exact term, searched on 24 September 2026, produced no entity; the sibling term “Ayaasri Brands Private Limited” produced a full record on five mirrors in the same session, so the search works. A trading identity that is not itself a registered company is an ordinary arrangement, not a finding against anybody. It does settle the ownership tag as Independent: the standard for a conglomerate tag is a change-of-control filing or a listed-parent record.
The advertising record
A search of the advertising council’s complaint-outcome, non-contested and direct-violation registers on 24 September 2026, under “Asa Beauty”, “asa Beauty Private Limited”, “Asa Natural Beauty” and “BIA Brands”, showed no matter naming this company. A search the same day for a company with a known record did bring back rows, so the zero is a reading and not a failed query. The council is self-regulatory, not a statutory regulator.
What gets repeated, and what the record shows instead
Two claims travel with this brand’s name and neither survives a look at the documents. Start with the founding year. Inc42’s article of March 2024 says the brand was founded in 2020; the register says the company was incorporated on 11 December 2019, and four mirrors agree. It launched to the public in January 2021, a FashionNetwork India article of 19 February 2021 already describing the brand trading and stocked. Neither date is 2020.
Then the category. All three March 2024 reports frame the purchase as a skincare acquisition, and the PETA directory files the brand under “Beauty and Skin Care”, which is probably where the shelving started. The catalogue, from the articles on sale and from the brand’s own collection structure, is colour cosmetics. A lip balm and an SPF face stick are the only skin-adjacent items on record.
One more trap is newer, and it is why every nil on this page carries its exact search term. A syndicated advertorial of 21 September 2026 names a melanin-first skincare brand called Asaya — a different company with no connection to this one. A three-letter brand name collects that kind of noise on any free-text search.
Common questions
Where can I buy asa Beauty in India?
Five named Indian retail channels carried the brand on 24 September 2026: AJIO Luxe, Tira, Purplle, Amazon.in and Shoppers Stop, alongside the brand’s own store at asabeauty.com. AJIO Luxe showed a price on both listings read, ₹1,150 for a Crème Lipstick and ₹1,250 for a Mini Lip & Cheek Tint. Tira showed ₹1,300 with a deal price of ₹1,157 on an 8 g refill, while its Hydra-Matte Lipstick page read “This product is out of stock”, as did all five Purplle listings. An overseas-facing store carried a lipstick priced in US dollars the same day; that is not an Indian price and is not converted here.
What does asa Beauty cost in India?
On the listings read on 24 September 2026: ₹1,150 for a Crème Lipstick and ₹1,250 for a Mini Lip & Cheek Tint on AJIO Luxe, and ₹1,300 with a deal price of ₹1,157 for an 8 g Lip & Cheek refill on Tira. Five Purplle listings showed no price, each being marked out of stock. Those retailer figures are what place the brand in the Premium band here. No listing printed an MRP as such, and none carried the words “inclusive of all taxes”.
Who owns asa Beauty?
The operating company is asa Beauty Private Limited, Mumbai, CIN U51909MH2019PTC334270, status “Active”. Above it, three trade outlets — Inc42, Indian Startup News and Outlook Business — reported on 13 March 2024 that BIA Brands had bought the brand “for an undisclosed amount”. No filing, no register change and no company announcement recording that transfer was located on 24 September 2026, and there is no Indian company registered under the name “BIA Brands Private Limited”. The ownership tag here is therefore Independent.
Where is asa Beauty made?
The brand’s own FAQ page, read on 5 September 2026, stated that its products are wholly made in India. Purplle’s country-of-origin field, read on 24 September 2026 across five listings of the brand, showed “India” on two, “India,France” on two and “France” on one. Tira’s brand page carries “India” as a filter value and the AJIO Luxe pages publish no origin field. Those are the readings; this page offers no explanation for the difference between them.
Is asa Beauty makeup or skincare?
Makeup. Every article that can be named under the brand is a lip, cheek or face colour product, a refill for one, or a gift combination of them — crème and hydra-matte lipsticks, lip and cheek tints, minis and refills. The only skin-adjacent items on record are a lip balm and a face stick with SPF 15. The skincare framing comes from the March 2024 trade reports and from a cruelty-free directory that files the brand under “Beauty and Skin Care”.
References
- asa Beauty’s homepage and its Shop All collection — the quoted positioning statement, the “Look good. do good. feel good” line and the collection structure, read 24 September 2026
- Tira’s asa beauty brand page and its Hydra-Matte Lipstick Bold Berry page — the ₹1,300 and ₹1,157 figures, the net-quantity fields, the “India” filter value and the out-of-stock wording, read 24 September 2026
- Purplle’s five asa listings — Juicy Peach 09, Nude Petal 06, Ripe Raspberry 03, Mini Luscious Apricot 05 and the Luscious Apricot 05 refill — the three country-of-origin readings, the absent declaration blocks and the stock wording, all read 24 September 2026
- AJIO Luxe’s Crème Lipstick Calm Cranberry C48 page, its Mini Lip & Cheek Tint Misty Lilac 01 page and the brand directory entry — the ₹1,150 and ₹1,250 figures, the single-figure pricing and the absent MRP and tax wording, read 24 September 2026
- The overseas-facing Pretty Petunia M17 listing and Shoppers Stop’s Hydra-Matte Lipstick listing — the further channels read 24 September 2026, and the US dollar figure that is not converted on this page
- ZaubaCorp’s record for CIN U51909MH2019PTC334270, with The Company Check, FileSure and Tofler — the incorporation date, the quoted status wordings, the activity-code descriptions, the paid-up capital, the filing dates and the former name, all read 24 September 2026
- The register record for Ayaasri Brands Private Limited — the common-directorship table naming asa Beauty, the “Active Private Limited Company” status, and the absence of any BIA reference on the page, read 24 September 2026
- Inc42’s report of 13 March 2024, with Indian Startup News and Outlook Business of the same date — the quoted sentence, the “undisclosed amount” wording and the skincare framing
- YourStory Weekender, 27 April 2021 and FashionNetwork India, 19 February 2021 — the multiple-manufacturer sourcing statement, the 2021 price range and SKU count, and the January 2021 launch, both re-read 24 September 2026
- The PETA cruelty-free directory entry and the IndiaMART trade profile — the “Beauty and Skin Care” filing, the website the directory names, and the self-entered “Manufacturer” business type this page does not rely on, read 24 September 2026
- The court-record search under “asa Beauty”, with the same search run under the full company name and the former name, and the search run the same day for a company with a known record, which brought back rows, all 24 September 2026
- The Advertising Standards Council of India’s complaint-outcome, non-contested and direct-violation registers, read 24 September 2026 under four spellings — the nil, the free-text noise the “BIA Brands” term brings back, which names a different company, and the search run the same day for a company with a known record
asa Beauty is a small Mumbai colour-cosmetics company with a documented spine: one CIN, one registered office in Bandra Kurla Complex, a status quoted as “Active” on four mirrors, no charges registered, and a catalogue five named Indian retail channels were carrying on 24 September 2026. At ₹1,150 to ₹1,300 a lipstick it sells at a premium price, and that is the band this page gives it.
What the price does not come with is the paperwork a buyer would expect beside it. Nine listings, one day: no manufacturer, no packer, no importer, no consumer-complaint contact, no licence number and no MRP printed as such. Several of those listings carry net quantity and country of origin, so the fields exist and these ones are simply not filled. Add an origin box reading three ways across five listings of one brand, and the chain between the shade you pick and the unit that filled the tube is not visible from any screen read for this page.
Buy it for the shade if the shade is right — but ask the seller for the manufacturer’s name and licence number before you pay and check both against the box, because what the pack is supposed to tell you is, for now, only on the pack.
