Smitha Rao
Scientist and CEO Parëva® BeautyParëva® Beauty was founded in February 2025 by Smitha Rao, a scientist, innovator and accomplished beauty veteran who filed her first biotech patent application in her 20’s. She has created more than 200 products across 15 brands in the beauty and wellness space in her 18 year career. After years in tech and product development roles at brands like StriVectin and Sugarbear, she decided to channel her scientific background into building something of her own.
What she saw in the industry was a disconnect: brands chasing headlines, fear-based claims, excessive marketing hype, and quick fixes. But little was built for longevity. Everyone wants to “fix aging,” and most skincare doesn’t even work, because it hides what’s inside. That realization became the foundation for Parëva Beauty.
Parëva Beauty is an independent, female-scientist founded skincare brand, on a mission to extend skin health with clinically crafted®, pro-grade products for skin longevity. The brand does this with the power of good science, the spirit of radical transparency and the joy of transformation.
Parëva means transformation in Sanskrit; its mission is to extend skin health, with clinically crafted® professional-grade products. The result of 20 years of research, Rao developed Molecur 3™, Parëva Beauty’s proprietary, patent-pending technology that powers every formulation. Supported by independent, 3rd party clinical testing supervised by a dermatologist, Molecur 3™ delivers faster, safer, and measurably superior skin performance, establishing a new benchmark for biotechnology-driven skincare and long-term skin longevity. Molecur 3™ uses plant stem cells targeting exosome activation and NAD+, designed to rejuvenate skin to look up to 2 years younger. Parëva Beauty commits to good science and radical transparency because skincare shouldn’t be a collage of gimmicks; it should be purposeful, joyful, and deliver results.
Parëva Beauty is THE next biggest thing in skincare. Within a year of launch, the brand won 15 prestigious editorial awards including the 2026 BeautyMatter NEXT50, 2026 SheFinds Best New Beauty Awards, is a finalist in the Indie Makeup/Skincare Product category in the 2026 CEW Beauty Awards and was honored recently with the 2026 Shape Skin Awards, 2026 InStyle Best Beauty Buys, 2026 Glamour Beauty & Wellness Awards, 2025 NYSCC Suppliers’ Day Innovation Award, Skincare Anarchy 2025 Top Picks Innovations Award, NewBeauty NB 100 2025, Women’s Health 2025 Skincare Awards, 2025 “Parade Picks” Award, 2025 INNOCOS Longevity100 in Beauty & Wellness, Oprah Daily Editor’s Choice 2026 and 2026 NewBeauty Award. The brand was also honored as a finalist in the 2025 Beauty Independent Beacon Awards. Smitha Rao was named to Inc.’s 2026 Female Founders 500 List and was hand chosen to be a recipient of the 2025 Beauty Independent Bridge Mentorship and the ULTA Beauty 2025 MUSE Accelerator program and was named to the 2025 INNOCOS Longevity100 in Beauty & Wellness.
With its growth and success, Parëva Beauty successfully launched with tastemaker retailers Credo Beauty in the US and Cult Beauty in the UK in the first 6 months of launch.
