Hey guys, welcome back in anarchy. This is your host ECHA. I'm very excited about our guests today because we're going to be discussing a topic that I think is very near and dear to many people's hearts, especially if you love, you know, skin care care you love diving into skin care is like

science and understanding sustainability around it and the ingredients behind

you know your most beloved products all of that kind of stuff if you love that you're going to love this episode so without further do I want to introduce you guys to the co-founder and head of chemistry and sustainability at Novi Connect

Yashi fresh stuff so welcome the show Yashi Krusta.

So welcome the show, Yashi.

I'm so excited to chat with you today.

Thank you so much, like that's a pleasure to be here.

Thanks for having me.

Yeah, no, I'm really excited for our conversation because, know rarely do I get to dive into this topic

which is kind of what you know I was saying in the intro where you know people want to

understand ingredients right and they want to understand the whole sustainability conversation,

but we don't really get to really look behind the scenes

when it comes to the stuff.

So I want to dive into that later, Yashi.

But if you could get us started

by telling us a little bit about yourself and what got you involved you know in the industry and you know the creation of Novi Connect.

Yeah, absolutely. So my journey actually began in Kachman-Dunapaul. That's where I was born and raised.

I came to the US for college. I majored in chemistry with focus on environmental science.

And I actually did my research on total antioxidant capacity of skin care products, which really was the reason I sparked that sparked the interest in the beauty industry.

However, it was this environment policy class

that I took that really opened my eyes

to how outdated the federal regulations were

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