The Advisory Council is an honorary body committed to supporting the ethos and values of Purearth and PPF. In its capacity as a non executive steering committee, the Advisory Council provides guidance, stewardship and brings a wealth of experience and expertise to nurture and support the initiatives of both Purearth and PPF.


No grit, no pearl – is what Aashni lives by! Pursuing an MSc in Cosmetic Science from London College of Fashion, UAL, Aashni sees realism and ingenuity as two of her strongest suits. She has always been a science person, coming with a strong urge to break everything into its elements in order to derive her results from the roots.

Aashni believes beauty goes beyond perfect skin. Beauty is the science and art of holistic living, healthy habits, and consistent approach. As a scientist, Aashni wants to present beyond fearmongering, pity stories and gimmicks. Holding a Diploma in Professional Studies, obtained through her year-long experience with Purearth, Aashni has acquired a taste for skincare in its richest and rawest form! She resonates with the ethics, quality, and the true emotions of the brand and realizes the skill and labour that goes behind every matter at Purearth.

“I am confident that I will be able to bring together my critical thoughts and fresh concepts that will push the people and purpose of Purearth in a positive direction. I am honoured to be a part of this close-knit group of likeminded people and am certain that this give-and-take position will be a force for a positive social change!” ~ Aashni


Passionate about the dynamics leading to brand building, François has been creating, devising and executing innovative strategies for the local and international development of European lifestyle and luxury brands since 2002 with a progressive focus on South East Asia resulting in his relocation to New Delhi in 2015 where he has been supporting “made by India” brands from beauty, to fine jewelry to accessories in connection with their expansion abroad.

François has also been solicited by owners of brands from Italy (fine jewelry brand distributed in 400 doors in 12 countries), and Singapore (innovative skin care brand at the crossroads between beauty and tech), who are relying on his guidance for his definition and his implementation of disruptive strategies for their global expansion.

François has been appointed Chairman of the Indo-French Chamber of Commerce and Industry Retail Committee for the second year, and speaks at conferences and webinars about the power and value of brands, the potential of indie and emerging brands, and the levers of digital channels and technology in distribution and communication. François is heir to French jeweler Van Cleef & Arpels, where he was actively involved as shareholder and member of the Executive Committee from 1988 to 2000, when it was acquired by Richemont Group.


As a seasoned retail executive, Morgan spent the past 25 years working in the luxury and beauty industry, with numerous brands and retailers. Morgan went from managing businesses to leading people; and sees herself as a servant leader and would like to think she practices thoughtful and courageous leadership.

Morgan believes in bringing people together and that success comes from managing collective values, knowledge, skills, life experiences, and motivation of people in an organization. Transformational change towards a more positive state in organizations happens when people are on board and act with ownership. These experiences culminate a greater understanding of herself and impact to others.

“I see helping others to succeed in achieving their own goals as my main purpose. Delivering results, while important to company performance, almost becomes a means to an end, as my focus is more on purpose and why I am currently offering services as a consultant, and am honoured to be a part of Purearth Advisory Council to impact positive social change.” ~ Morgan


Peter Sargant is Chief Executive Officer of Community Business, a Hong Kong based not-for-profit organisation dedicated to advancing responsible and inclusive business practices. Peter joined Community Business following a short career break, prior to which he was an Executive Director of Standard Chartered Bank.

Throughout his career, Peter has been a dedicated diversity and inclusion (D&I) advocate and a champion for minority groups. As a founding member of Standard Chartered Bank’s D&I Council in Hong Kong, Peter was instrumental in establishing the Hong Kong LGBT+ Interbank Forum. Peter has had a long association with Community Business, participating in the Community Business Leadership Team (later known as the Responsible Business Network), the Diversity and Inclusion in Asia Network (DIAN) and the Hong Kong LGBT+ Inclusion Index and Awards, since their inception, and has become a recognized speaker and advisor on D&I issues within the workforce.

Peter worked for Standard Chartered Bank for 23 years, across the consumer, wholesale and investment banking businesses in Asia, with his final role as Executive Director, Employee Banking Sales, Corporate Partnerships, within Group Retail Banking. Peter was born in the United Kingdom but has been a Hong Kong resident since 1997.

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