Shoneh began with an unexpected friendship, a transformative moment, and a powerful belief in self-love — the kind that starts with caring for your body, mind, and skin.
Ajay’s journey began in boardrooms across the globe. With an MBA in Finance and a career as a CFO spanning continents, he built a reputation for strategic brilliance and sharp business acumen. But beneath the surface of spreadsheets and forecasts, Ajay was quietly evolving. Drawn to the spiritual arts, he immersed himself in healing modalities, such as, Numerology, Tarot, Reiki, Pranic Healing, Vastu, and Astrology, to becoming a guide for others seeking balance and clarity. Through his healing website ‘Heal-n-Elate’ (www.heal-n-elate.com), he has successfully performed healings with miraculous results to over 300+ people.
An entrepreneur at heart, Ajay is also the co-founder of Curators Coffee (IG: curators.coffee), a rising specialty coffee business in India, born from his passion in F&B segment specially in specialty coffee which still has a significant gap of quality-driven experiences of coffee roasting and culture in India.
Skincare, however, was never on his radar. A lover of fashion, Ajay believed style could mask any imperfection. That belief shifted the day he met Arunee, a Pranic Healer herself.
Arunee, a radiant Thai single mother, carried herself with quiet confidence and grace. Her skin glowed—despite years of challenges, battling acne, hormonal shifts, post-pregnancy changes, and so on. Curious to the core, Ajay asked about her secret. At first, she hesitated since skincare was her only medium of solace to slowdown, pause, connect with herself in her oasis in the midst of her hectic and demanding lifestyle. She reluctantly shared her routine: a blend of traditional Thai beauty rituals and her own handcrafted formulations, rooted in healing wisdom and intuitive care.
Skeptical but intrigued, Ajay tried her products and just over a span of few days the transformation was undeniable. Compliments poured in as people noticed the natural glow on his face. What began as curiosity turned into admiration—and then, inspiration. He exercised his entrepreneurial skills and confidently proposed a brand to bring her formulations to the world.
At first, Arunee hesitated. Her life had been a tapestry of challenges—stress, motherhood, and the demands of a 9-to-6 job. But her skincare rituals had been her sanctuary. In those quiet moments, she found healing—not just for her skin, but for her spirit.
One evening, while tucking her son into bed, she reflected on time and aging. Her — wise beyond his years — son looked at her and said, “Mom, five years ago you looked older than you do now. I bet you’ll look even younger in the next five. I don’t know what you’re doing with your skin, but it’s making you beautiful. Please consider Ajay uncle’s offer—share your routine with people in the world who need it.”
That heartfelt moment sparked something profound, and after months of reflection, Arunee said yes.
SHONEH: Your Resonance of Self-Love
At Shoneh, we believe skincare is not just a routine – it’s a ritual of how deeply you value, nurture, and listen to yourself. A celebration of simplicity, authenticity, and timeless wisdom. Every product is crafted from a healer’s perspective, with ingredients chosen not just for their efficacy, but for their energetic resonance.
We believe skincare should be gentle, universal, and deeply nurturing. Whether you're healing from within or simply seeking a moment of calm, Shoneh invites you to slow down, reconnect, and glow—naturally.
Welcome to Shoneh – Where tradition meets transformation to refresh, rejuvenate and rejoice.