About Aroota by Green-Beauty Co

Aroota by GBCO was born from a return to roots. Before it was a brand, it was a personal journey shaped by womanhood, hormonal imbalance, and the search for nourishment over quick fixes. While navigating infertility, thyroid imbalance, and burnout, our founder, Ruchita, turned to Ayurveda, ancestral rituals, and simple ingredients the body recognizes and trusts. Green-Beauty Co began as a response to modern beauty’s obsession with excess—too many products, too many actives, too many promises. But the body, especially a woman’s body, doesn’t need more. It needs less, done with intention. As we evolved, we realized our original name no longer fully captured the depth, cultural grounding, and intentionality of our mission. For trademark clarity and to support the next phase of our growth, Green-Beauty Co is becoming Aroota by GBCO—a name that reflects who we have always been. Aroota means rooted—grounded and arising from the earth. It marks a refined chapter of our philosophy: minimalist personal care inspired by Ayurveda and guided by modern safety. Each formula is crafted with no more than 10 carefully chosen, non-toxic ingredients, honoring the skin as an extension of the nervous and hormonal systems. Our hero ingredient, ghee, embodies this ethos—sacred, nourishing, and deeply ancestral. Aroota is not about perfection. It is about presence. This is beauty, rooted.Read their story