Gente' was launched to create a new standard in the Pakistan's beauty industry. Seeing how unaware people in Pakistan were of the hazards of toxic chemicals in cosmetics, our goal is to inspire, empower, educate and provide beneficial beauty solutions. Realizing the importance of healthy ingredients, Gente' wanted to create beauty products as safe as they were effective. We made the decision to create only 100% organic & natural hair and skin care products without using toxic chemicals such as Parabens, Triclosan, Artificial Musks, PPD, Silicones and Sulphates and to change the paradigm of the beauty industry. We researched and tested their formulations on Pakistani skin – to make products that work for the South Asian skin type.