Journal

When we set out on the journey to create an effective solution for the concerns around the eye, we didn’t start with a formula, we started with people. Over 200 conversations with real users, dermatologists & chemists shaped our approach, helping us understand that these weren’t niche concerns but daily realities.

While the Eye Serum launched first, it was only the beginning. Our vision extended beyond home care—to a complete, transformative experience designed specifically for the delicate eye area.

So, What is the Eye Care Ritual? 

A first-of-its-kind six-step treatment, crafted with clinical precision and cultural relevance. Unlike traditional eye care that focuses on quick fixes, this ritual works deeply to restore, protect, and rejuvenate.

It begins with an oil cleanse that preps the skin for maximum absorption. Next, the Eye Serum is applied with an LED wand, using light therapy to enhance penetration and efficacy. Then, a revolutionary self-heating steam mask—challenging the common belief that icing is best—activates circulation, detoxifies, and soothes tired eyes. This is followed by a lymphatic drainage massage with bio-retinol cream, an oxygenating mask to seal in all the goodness, and finally, sun protection to lock in results and defend against daily stressors.

Why You Can Trust It:

This isn’t just about reducing superficial dark circles and puffiness – it’s about giving your eyes holistic care that strengthens, prevents damage, and supports better aging.

We went through extensive studies, learning about the South Asian eye structure in detail. Why does that matter, you ask? Because individuals with South Asian roots are more prone to under-eye concerns due to their broad bone structure, high melanin levels, salt-rich diet, and relentless exposure to UV rays and pollution in Indian cities. Addressing these specific needs required a fresh approach—one that’s both relaxing and results-driven, gentle yet powerful. The outcome? A treatment that takes only 20-25 minutes and transforms the health of your eye area from inside out.

Does it really work?

At Aminu, we always focus on delivering transformative products and in-salon treatments, and The Eye Care Ritual has raised the benchmark. This isn’t just about looking more awake—it’s about giving your eyes the care they need to thrive.

Your eyes work tirelessly for you every second of the day. It’s time to care for them like they deserve.