Ayurveda's Entrance to Beauty

Article Written By: Sarayu G.

Cover Design By: Sarayu G.

Ayurveda is an ancient practice still prominent today across the Indian subcontinent, but it's spreading its roots into the fashion and beauty industry through companies like Forest Necessities and Kama Ayurveda, two leading Ayurvedic skincare brands competing for their spots in the battle for world domination, starting off with the UK.

Before getting into the details of how it’s become so popular and why it is so effective, Ayurveda is the holistic method of healing the body composed of the five basic elements found in the universe: air, water, space, fire, and earth. However, when it comes to skincare, the founders of these companies explain that with the combination of mantras (sayings in Sanskrit) and their products, their customers will get their pores “energized with pure power”, resulting in an outer reflection of “magnificence” or ‘Tejas'[a Sanskrit word meaning illumination].

Kama Ayurveda and Forest Essentials are creating a new legacy for mysterious products filled with alluring practices in a simple jar, however, they have sold their products well through their packaging and marketing techniques which led them to global expansion, and specifically in the UK.

(Forest Essentials Products)

They grabbed the attention of these consumers through their partnership with Estee Lauder, their leading benefactors in the beauty industry and primary exporter to over 100 nations. However, business insiders suggest that the world needs to be educated about the real meaning of Ayurveda, as it’s not considered some type of science or magic, but it's a type of philosophy incorporated with these products, which result in therapeutic effects.

There are also conflicts in India as there is a debate between the scientific and medical communities, as one has been using these methods for centuries, while one cannot fathom that the human body can be healed through “holistic methods”.

Nevertheless, people are looking for aesthetic and safe alternatives to chemically induced skin care products due to all the new research on skin diseases linked with external use products. This is also an incentive for the world to embrace a new cultural heritage in their skincare routines, but these two companies need to bring the people validation that their products are the right fit for them.

Sources:

Beauty’s Next Big Opportunity: Ayurveda | BoF Professional, The Business of Beauty, News & Analysis – Business News Press

Bestselling Natural & Ayurvedic Products for Skin, Hair & Body in USA | Forest Essentials (forestessentialsindia.com)