Atlanta, Georgia, USA: Following the global launch of Anomaly by Priyanka Chopra, which highlighted Indian-inspired beauty worldwide, another Indian-origin entrepreneur brought the same cultural essence closer to home. On October 6, 2025, at the elegant Golden Venue in Cumming, Georgia, Ambika Arumugam and her husband, Aravind Mahadevan, introduced Devane Beauty, a premium hair wellness brand rooted in Ayurveda, alongside their philanthropic venture, the Rishi Foundation. The launch event celebrated tradition, innovation, and a purpose-driven approach to beauty.
An Evening of Elegance and Celebration
The event, beautifully curated by Vee Events by Veena, left a lasting impression with its attention to detail. From the sophisticated decor to the volunteers’ coordinated attire, every element reflected Devane’s signature colours—calming shades of light and dark green inspired by nature. Even the cake echoed the event’s theme. Guests were welcomed warmly, starting with a playful hair survey that invited them to explore their personal hair journeys. Attendees also participated in raffle draws while enjoying a sumptuous selection of food and refreshments.
The Rishi Foundation: Spreading Beauty Through Compassion
A particularly poignant moment of the evening was the unveiling of the Rishi Foundation, established by Ambika and Aravind in memory of their son, Rishi. The foundation focuses on programs for education, healthcare, and livelihoods to support underprivileged communities. “The Rishi Foundation is at the core of our mission,” Ambika shared with NRI Pulse. “It honours my son’s spirit of kindness and potential. Through Devane, we aim to ensure that beauty inspires meaningful impact.” The foundation also recognised the efforts of the Raksha Foundation and Wonders of World Foundation for their work assisting survivors of violence and supporting neurodiverse children.
With its Atlanta debut, Devane Beauty emerged as more than just a haircare brand—it became a celebration of Ayurveda, authenticity, and giving back. The launch seamlessly combined elegance, fun, and wellness, leaving every guest with a sample set of Devane’s Premium Oil, Shampoo, and Conditioner along with a thoughtful thank-you gift, reflecting the brand’s ethos of generosity.
