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A SANSKRIT TERM, ITI MEANS ‘As It Is’ INFORMING THE CORE PHILOSOPHY OF OUR BRAND
ITI is a considered range of effective and safe products intended to support the skins dermal layers and address real concerns – for women, men, and teens, across all ages and skin types.
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“We chose to name our skincare ITI, a Sanskrit term rich with layered meaning and nuance. ITI is not singular – just as our formulations are not created to address any one single concern, age, or gender.
In Sanskrit ITI HASA means ‘Thus It Was” – a phrase that conveys a cultural memory that roots us. It speaks to what has been, grounding us in cultural continuity and reminding us of the wisdom that precedes us”
— Anita Lal (Founder Good Earth)
ITI BY GOODEARTH